Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Airlangga Journal of Innovation Management IJFBP International Journal of Family Business Practices
Sakti Hendra Pramudya
University Of Pécs And BINUS University
Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Succession Planning in Micro and Small Family Business (Case: Micro and Small Family Business in East Jakarta) Sakti Hendra Pramudya
Airlangga Journal of Innovation Management Vol. 2 No. 1 (2021): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v2i1.26567

Abstract

Family business studies are gaining a foothold in Indonesia. This organization is the most common type of firm throughout the world. Nonetheless, the low survival rate of family businesses may relate to the issue of management succession and the issue is still the principal challenge that they need to face. This study will focus on knowing the importance of succession planning for family business owners, especially those belonging to the micro and small business category. The study involved one hundred family business owners in East Jakarta as respondents of the survey. The study itself would be focused on the ground rules made by the incumbents during succession planning. The study has revealed that, generally, the majority of the sample does not have an appropriate plan of succession. The result also exhibits that the majority of respondents favoring nuclear family members as the future successor. Moreover, the homosocial reproduction phenomenon also could be identified from the survey.
The Celebrity Family Endorsement on Instagram Product Advertisement (Case: The Hermansyah) Sakti Hendra Pramudya
International Journal of Family Business Practices Vol 3, No 2 (2020)
Publisher : Faculty of Business, President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (617.609 KB) | DOI: 10.33021/ijfbp.v3i2.1155

Abstract

The main purpose of this study is to analyze the consumer’s perception of single celebrity endorsement and celebrity family endorsement in the context of Instagram advertising. Instagram is selected as the research context due to the application has become a new trend in Asia and there are abundant people who use it as a media for promotion. The object of this research is Anang and Ashanty family business. They are a famous celebrity couple in Indonesia which successfully established numerous product lines, as well as a variety of brands and, interestingly, both Anang and Ashanty (along with their children), are the advertisement models of all of their product in the Instagram. The paper comprises of two separate studies. The first study would use 2 x 2 factorial design to compare the Instagram user’s response towards four stimuli of Instagram advertisements. Two stimuli would depict Instagram advertisement of single celebrity endorser (represents by Ashanty) and the other two stimuli would depict Instagram advertisement of celebrity family endorser (represents by Anang and Ashanty family). The stimulus is taken from the original advertisement from the couple’s product lines which represents by one cake product and one acne cream product. The second study is a consumer’s opinion survey which measures respondent’s opinion towards the advertisements. Based on the survey results of 547 Instagram users in Indonesia, it is revealed that celebrity family advertisement emerged higher than single celebrity advertisement for the acne cream product. Hence, it can be concluded that the consumer does value celebrity family endorsement more than individual or single celebrity endorsement. However, further analysis reveals that the engagement only exists in the initial stage (attention) and the middle stage (desire and search) of consumer’s psychological process to purchase a new product due to all of the advertisement is lacking information about the price.Keywords: Family Business Branding, Single Celebrity Endorsement, Celebrity Family Endorsement, Instagram.
Co-Authors