Analisis Perbedaan Persepsi Business Brand Lintas Generasi Pada Angkatan Viii “Family Business Universitas Ciputra”

Abstract

Abstrak. Penelitian bertujuan untuk menganalisis perbedaan persepsi tiga dimensi family business brand (family firm identity, family firm image, dan family firm reputation) antara incumbentkeluarga, incumbent-non-keluarga, dan generasi penerus. Penelitian berikut diharapkan dapat memberikan pemahaman terkait bagaimana tiga subsistem yang berbeda dalam suatu bisnis keluarga memiliki pemahaman terhadap family business brand. Apabila terdapat peredaan persepsi maka akan diusulkan strategi yang tepat agar operasional perusahaan dapat lancar dan terjadi peningkatan nilai merek perusahaan tersebut. Populasi dalam penelitian ini adalah seluruh pemilik bisnis keluarga dari kelompok Family Business Universitas Ciputra angkatan VIII, penentuan sampel dilakukan berdasarkan purposive random sampling dengan kriteria tertentu. Metode penelitian yang digunakan adalah uji beda nyata One Way ANOVA yang dioperasikan menggunakan program IBM SPSS Statistics 23. Hasil analisis menunjukkan bahwa terdapat perbedaan yang signifikan di antara ketiga kategori responden pada dimensi family firm identity dan family firm reputation. Sedangkan pada family firm image tidak terdapat perbedaan yang signifikan di antara ketiga kategori responden.Kata Kunci: family business brand, family firm identity, family firm image, family firm reputation Abstract. The research aims to analyze the differences in the three-dimensional perception of family business brands (family firm identity, family firm image, and family firm reputation) between incumbent-family, incumbent-non-family, and future generations. The following research is expected to provide an understanding of how three different subsystems in a family business have an understanding of the family business brand. If there is a reduction in perception then the right strategy will be proposed so that the company's operations can be smooth and an increase in the company's brand value. The population in this study were all family business owners of the Family Business Group of Ciputra University VIII, determining the sample based on purposive random sampling with certain criteria. The research method used was the One Way ANOVA test that was operated using the IBM SPSS Statistics 23. The analysis showed that there were significant differences between the three categories of respondents in the dimensions of family firm identity and family firm reputation. Whereas in the family firm image there is no significant difference between the three categories of respondents. PENDAHULUANData Indonesian Institute for Corporate and Directorship (IICD, 2010) menunjukkan bahwa lebih dari 95% bisnis di Indonesia merupakan perusahaan yang dimiliki dan dikelola oleh keluarga. Oleh karena itu, kegiatan bisnis dalam perusahaan keluarga telah lama memberi sumbangsih terbesar terhadap pembangunan ekonomi Indonesia. Bahkan, di saat krisis ekonomi di tahun 1997/1998 dan 2008, bisnis keluarga terus menunjukkan eksistensinya sebagai penopang dan modal kekuatan dalam pemulihan perekonomian Indonesia.

The Influence of Parental Support Dimensions in Shaping the Intention to Continue the Family Business Daughter Successors With Self-Efficacy as a Mediator

“…According to a survey conducted by Pricewaterhouse Coopers, it is stated that more than 95% of Indonesia are family businesses with a total wealth of up to 134 trillion US dollars and contribute as much as 82.44% to gross domestic product (PWC, 2014;Venusita &;Agustia, 2021). In addition, family businesses during the economic crisis in 1997-1998 and 2008 became a pillar in economic recovery in Indonesia (Padmalia, 2020). However, the many contributions made by family companies are not necessarily able to survive across generations, based on Harvard Business Review explained that 70% of family companies fail to continue their business to the second generation, while only 10% of family companies still play an active role until the third generation (Stalk & Foley, 2012).…”