GNAM Week Day 2: Presenting an Interesting Discussion with the Minister of Tourism and Creative Economy of the Republic of Indonesia, Auto2000, and PT Arowana Citramulia

GNAM Week Day 2: Presenting an Interesting Discussion with the Minister of Tourism and Creative Economy of the Republic of Indonesia, Auto2000, and PT Arowana Citramulia


Lazuardyna Ulfa Ramadhanty ~ MM FEB UI Student

DEPOK – (19/10/2021) The second day of the Global Network Week or Global Network for Advanced Management (GNAM) with the theme “Greasing the Wheels of Digital Transformation to Stimulate Post-Pandemic Growth and to Grasp Industry 4.0” was filled with three interesting sessions from various backgrounds of speakers, about tourism, digital marketing, and survival strategies during the Covid-19 pandemic, on Tuesday (19/10/2021).

Deputy Dean II for Resources, Ventures and General Administration FEB UI, Dr. Gede Harja Wasistha in his speech mentioned that how transformational changes in terms of digitalization in this pandemic era have an impact on all sectors. Therefore, GNAM Week brings interesting speakers who have various backgrounds, namely the government as a policy maker and industry/company.

Session 1: Turning the Table, How a Tourism Industry Reawakened Itself After the Pandemic

In the course of his duties in Banda Aceh, the Minister of Tourism and Creative Economy of the Republic of Indonesia, Dr. H. Sandiaga Salahuddin Uno, B.BA., M.B.A took the time to explain how the tourism industry is the industry most affected by the Covid-19 pandemic. This is due to the increasingly limited mobility and crowds of people.

Moderated by Teguh Dartanto, Ph.D., FEB UI lecturer, Minister Sandiaga Uno, as the first speaker, explained how the government plays an active role, and issues adaptive policies to face challenges in the tourism industry. The biggest challenge faced is the application of digitalization in all sectors, including the tourism sector. As we know, one of the government’s products in this case is the PeduliLindung application, which facilitates the public regarding mobility information due to the pandemic. On the one hand, the government also relies on the use of Big Data in making various decisions regarding the tourism sector.

In addition, the readiness of human resources in the tourism sector is the focus of the government in the post-pandemic recovery phase, with an emphasis on quality and sustainability. One of the innovations carried out is in the form of the Tourism Village Development program, to improve the quality of tourism areas in Indonesia and in order to support the program, the government held the Indonesian Tourism Village Award 2021.

Currently, the government will focus on developing 10 Indonesian tourism areas, namely Lake Toba, Borobudur, Lombok-Mandalika, Labuan Bajo, Manado-Likupang, Wakatobi, Raja Ampat, Bangka Belitung, Bromo-Tengger-Semeru, and Morotai.

Minister Sandiaga Uno mentioned how Indonesia’s creative economy is currently helping Indonesia’s economic recovery. Massive digitalization in this pandemic era is an opportunity to improve the economy. “I am optimistic that with the implementation of adaptive policies, Indonesia can recover from the pandemic situation and become even better in the future.” Sandiaga said at the end of his presentation.

Session 2: How Digital Marketing Helps Businesses Survive the Covid-19 Pandemic and Beyond

Digital Marketing has a very important role to help many companies to successfully face the pandemic. In the second session, two speakers were present who gave an overview of the practice of Digital Marketing having an impact on both the industry and the company, namely Riyanto, Head of Digital Innovation and Corporate Strategy Auto2000, and Fahroni Arifin, Senior Vice President Head of Brand Management and Strategy PT. Indosat Ooredo, moderated by Yeshika Alversia, M.Sc., Secretary of the MM FEB UI Study Program.

Riyanto explained that the pandemic requires business people to increase their digitalization capabilities, including the automotive industry. The innovations made by Auto2000 in this case focus on digitizing customers, digitize administration, and digitize control. Drastic changes in consumer patterns require Auto2000 to continue and improve digitalization innovation.

“Nevertheless, this does not make the automotive industry, especially Auto2000, fully adopt it. In practice, consumers will do more product research digitally than going directly to the nearest dealer. However, for purchases, consumers tend to make transactions directly. This shows that the combination of innovations is not only done in terms of digitalization or online, but business adjustments on the offline side are also important. Offline innovations include increasing contactless transactions and adjusting health protocols in the field” Riyanto said.

No less interesting, Fahroni Arivin, the third speaker, emphasized the importance of companies understanding the customer point of view in developing a brand. The innovations prepared by the company must be relevant to the needs and situations that exist in society to increase the value of the company.

Basically, digital marketing is just a channel that can be used by companies to communicate and interact with their consumers, so companies should not only focus on how digital marketing is done but what the company wants to convey to be accepted in society. This has made PT Indosat Ooredoo to successfully implement digital marketing and was therefore awarded as one of the Top 10 Strongest Brands.

Session 3: Strategy for Survival During the Pandemic

In the last session on the second day, Arief Wibisono Lubis, Ph.D., AACSB Accreditation Coordinator, moderated the session with speaker Tendean Rustandy, founder and CEO of PT Arwana Citramulia, Tbk. PT Arwana Citramulia is one of the best ceramic companies in Indonesia, and is ranked number nine as the best ceramic company in the world and the most modern in the Asia Pacific region.

Tendean Rustandy explained that PT Arwana Citramulia in its aim states that they are here to create value and impact for society, not to get rich or create a company with the largest profits.

The company is very concerned about its resources and the importance of creating a good work environment for employees. This is expressed as the company’s principle of “Humanizing Humans, Humanized Humans”. This strategy makes PT. Arowana Citramulia able to survive the Covid-19 pandemic.

Apart from the resource aspect, the company has also built five factories to reduce costs and distribution time. Each factory is adapted to the local culture to create a comfortable working environment for employees.

Tendean said “I have a principle that is often used in everyday life, namely ‘what God has given us, we must put it as the best priority’. This is what underlies me to often give my best in managing the company and successfully face this difficult era.” This closing message became an inspiration for the participants of GNAM Week MM FEB UI at the close. (hjtp)


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