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All Journal Binus Business Review MABIS: Manajemen dan Bisnis Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF)

Idris Gautama So

Bina Nusantara University

Author-ID : 3124631

Economics, Econometrics & Finance Social Sciences

Published : 9 Documents Claim Missing Document

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BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE Idris Gautama So; Ishak Ismail
Journal of Management and Business Vol 8, No 1 (2009): MARCH 2009
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

TRADING HOUSES: PROMOTE, DEVELOP AND EXPAND INDONESIAN COOPERATIVES AND SMALL MEDIUM ENTERPRISES Idris Gautama So
Journal of Management and Business Vol 6, No 1 (2007): MARCH 2007
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Indonesian Cooperatives and Small and Medium Enterprises (SMEs) need to be promoted, developed and expanded, one of the reasons is that cooperatives and SMEs are known as an important post of Indonesian Economics. It is proven in 1998, when multi-dimension crisis hit the country, many of big enterprises collapsed but Cooperatives and SMEs survived. This research is intended to elaborate weaknesses of Cooperatives and SMEs in developing and expanding themselves. Many reasons will be stated and ways to cope with the reasons will be explained. One of the answers is Trading House. Why and how trading houses can help Indonesian Cooperatives and SMEs to develop and expand themselves and how to use trading house in Networking Cooperatives and SMEs to global business will be explained. Success stories of developed countries make trading houses contribute to develop and expand SMEs in their countries will also be shown to figure out how trading houses in these countries contribute to each country. Some suggestions and conclusions will be made in the end of this research.

Co-Authors Abdinagoro, Sri Bramantoro Ali Vafaei-Zadeh Ervina Waty Filo Novandi Prasetya Haryadi Sarjono Ishak Ismail Juniardi Juniardi Richardus Eko Indrajit Robertus Tang Herman Rudy Aryanto Sheila Sheila Syafrizal Syafrizal

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Journal : MABIS: Manajemen dan Bisnis