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Rahab .
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Economics, Econometrics & Finance

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PENERAPAN MANAJEMEN MEREK PADA USAHA KECIL DAN MENENGAH (UKM) Rahab .
Jurnal Bisnis dan Ekonomi Vol 16 No 01 (2009): Vol. 16 No. 1 EDISI Maret 2009
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Stikubank

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Abstract

Mostly problems are faced by Small Medium Enterprises (SMEs) thatrelated to marketing aspect. Role of brand very important to SMEs in order its productis recognized easily by consumers. Implementation of brand management in SMEs willassist the brand recognition to their customers. This paper seeks to offer concept ofcreating brand awareness, brand management models, brand development model inSMEs. Implementation of effectiveness brand management consider about type andstrategy of business at each SMEs.The paper suggests that word by mouth strategy effectively to increasebrand awareness. The primary factor determining successful of brand management atSMEs is commitment of owners to focus in recognizing their brands. Owners havedouble roles in brand management is as director or manager that give intensivelyattention to brand management and as entrepreneurs who to be personification ofproduct’s brand.Key words: Brand management, Brand awareness, Small Medium Enterprises.
HUBUNGAN ANTARA KARAKTERISTIK TEKNOLOGI DENGAN KEMUNGKINAN USAHA KECIL UNTUK MENGADOPSI TI Rahab .
Jurnal Bisnis dan Ekonomi Vol 16 No 2 (2009): Vol. 16 No. 2 EDIDI September 2009
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Stikubank

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Abstract

The decision making process of information technology adoption is affected byinformation technology (IT) characteristics. The purpose of this research is examineeffect IT characteristics (relative advantage, relevance, complexity and perceived cost)A survey was conducted in Yogyakarta city by purposive sampling technique.The samples that are used to data analysing are 102 small business. Partial LeastSquares method was used to examine five research hypotheses. Research instrumensvalidity was measured by convergent validity and discriminant validity. Instrumentreliability was measured by cronbach’s alpha and composite reliability.This research shows that relative advantage, complexity and perceived costhave significantly effect to small businesses decision to adopt IT. On the other, relevancenot effect to small businesses decision to adopt IT. This study contributes to insight thatIT adoption is affected by relative advantage of IT, level of IT complexity and perceivedcost of IT investment.Key words: adoption, information technology, small businesses, technological inovation
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