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This Author published in this journals
All Journal The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business ASEAN Marketing Journal
Novika Candra Astuti
School of Business and Management, Institut Teknologi Bandung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Technology Readiness and E-Commerce Adoption among Entrepreneurs of SMEs in Bandung City, Indonesia Astuti, Novika Candra; Nasution, Reza Ashari
Gadjah Mada International Journal of Business Vol 16, No 1 (2014): January-April
Publisher : Master of Management, Faculty of Economics and Business, Universitas Gadjah Mada

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Abstract

The emergence of internet-based electronic commerce offers considerable opportunities for companies to expand their customer base, enter new product markets, and rationalize their business. The Indonesian government has initiated and implemented a series of plans and activities to promote technology use to increase SMEs’ performance. Despite such efforts, technology adoption rate are still low. Therefore, it is important to understand the factors affecting an entrepreneurs’ decision on internet adoption, by measuring technology readiness (TR). The purpose of this study is to investigate TR and the extent to which E-commerce is adopted amongst entrepreneurs. This study is replication of Parasuraman’s study on the Technology Readiness Index (TRI). Questionnaires were distributed using a convenience sampling method to 190 entrepreneurs of SME in Bandung city. The findings indicate that entrepreneurs are moderate in terms of their TR. There are significant differences in terms of TR across entrepreneurs’ backgrounds (gender, age, education, and income). In relation to internet adoption by those surveyed, as their use of media promotion is still low, there were only 36.3 percent who adopted it. The results clearly indicate the need to provide support to SMEs to adopt and use e-commerce. These results have implications not only for managers of SMEs but also for government agencies in developing countries such as Indonesia. The findings have implications for researchers and practitioners by identifying TR drivers (optimism and innovativeness), and barriers (discomfort and insecurity), that contribute to effectively leveraging the Internet in an important area for SMEs.     
Strategic Alliance between PT Dirgantara Indonesia and Airbus Millitary (A Case Study of PT Dirgantara Indonesia) Indriyanto, Reza Relen; Wandebori, Harimukti; Astuti, Novika Candra
The Indonesian Journal of Business Administration Vol 2, No 6 (2013)
Publisher : The Indonesian Journal of Business Administration

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PT Dirgantara Indonesia (PT DI) is one of the aircraft manufacturing companies in Indonesia. The tight of competition in aerospace industry needs to improve its performance to gain niche market. Therefore, Ministry State of Own Enterprises has instructed PT Perusahaan Pengelola Aset (PT PPA) and PT DI to restructure and revitalize company with supported by Airbus Military as a strategic alliance partner, in order to increase the performance of production capacity, aircraft sales, and financial. This study focuses on the lifecycle of strategic alliance between PT DI and Airbus Military that consists of planning, formation, operation and termination phase. Strategic alliance is classified into stakeholder support, matching strategic, cross-culture understanding, initial goals and reason, forms of co-operation, alliance initial agreement, human resource management, organizational arrangement, management control system, internal drivers, and external drivers. We use technic in-depth interview and internal data to analyze the strategic alliance between PT DI and Airbus Military. The life cycle of strategic alliance within one and half years between PT DI and Airbus Military includes planning phase, formation phase, and operation phase. After identifying the life cycle of strategic alliance phases, PT DI should improve performance and take benefits from this strategic alliance. Strategic alliance agreement between PT DI and Airbus Military is joint operation or non-equity alliance. It is expected to evolve become equity alliance that requires share of ownership among parties. This study provides strategic alliance evolution that requires company to place trust and commitment, organizational, society, technological, and financial. The result gives contributions for the strategic alliance theory especially in alliance evolution. Keywords: strategic alliance, aircraft manufacturing, alliance evolution
Consumer Innovativeness Model of Indonesian Young People in Adopting Electronic Products Nasution, Reza Ashari; Astuti, Novika Candra
ASEAN Marketing Journal Vol. 4, No. 1
Publisher : UI Scholars Hub

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It is important for marketers to understand how innovators respond to the introduction of new products. This paper investigates consumer innovativeness (CI) from meta-analysis study as suggested by Nasution and Garnida [2011] and examines the simultaneous impacts of CI on new product adoption. Nasution and Garnida [2010] proposed three different perspectives in conceptualizing the CI model. First, the generalist stream that represents a generalized personality trait that engenders consumers to adopt new product. Second, the particularist stream that focuses on product adoption behavior within a specific domain of interest. Third, the integrator perspective that proposes to integrate these two streams by putting domain-specific innovativeness as a mediating factor in relationship between general innovativeness trait and new product adoption.A structural equation model is used to test hypotheses using empirical data from 607 respondents in electronic products adoption. The result shows that the integrator perspective provides the best model in representing the empirical data. The finding of the integrator perspective reveals that domain specific CI mediates the relationship between general innovativeness trait and new product adoption. Specifically, subjective knowledge and hedonic idea shopping enhances the actuality of new products.The findings provide an explanation to the less than consistent relationship between consumer innovativeness and new product adoption. However, a single research context of electronic products and student sample may become one of the limitations and future studies needed to replicate the perspective of CI in different research contexts for greater generalizability and the use of non-student sample. The findings have implications for the innovation adoption theory, for managers involved in the introduction of new products, and for future research on innovation adoption.
Co-Authors Harimukti Wandebori Reza Ashari Nasution Reza Relen Indriyanto