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Mempertinggi Efektivitas Program Magang Industri Melalui Pendekatan Kemitraan Dalam Rangka Membangun Kepercayaan dan Keyakinan Dunia Usaha dan Industri

Enhancing the Effectiveness of Internship Program Through Partnership Relationship Management in Order To Build The Trust and Confidence Among Business and Industry

Gray literature from JBPTPPOLBAN / 2014-03-12 09:08:46
Oleh : Tjetjep Djatnika (t.djatnika@polban.ac.id)
Dibuat : 2014-03-12, dengan 1 file

Keyword : kurikulum sandwich, PTV, pendekatan kemitraan, kepercayaan pelanggan, minat beli

Implementasi kurikulum sandwich dalam pendidikan tinggi vokasi (PTV) belum berjalan sesuai harapan karena beberapa faktor, diantaranya adalah upayanya dalam membangun hubungan dengan salah-satu stake-holder utamanya -dunia usaha dan industri (DUDI) yang belum optimal. Dilain fihak, kebanyakan DUDI di Indonesia masih memiliki mindset traders ketimbang industrialists. Apapun situasinya, fihak PTV sebaiknya pro-aktif mengambil inisiatif dengan mengadopsi paradigma baru yang memposisikan dirinya sebagai pemasar professional yang percaya bahwa program magang mahasiswa adalah merupakan sesuatu yang bernilai bagi DUDI sehingga program tersebut bisa terlaksana dalam kerangka hubungan kemitraan strategis. Tiga teori keputusaan pembelian – AIDA, Buyer Resolution, dan Need-Satisfaction – diusulkan menjadi landasan dalam merumuskan pemasaran program kemitraan magang tersebut. Pemahaman yang baik tentang apa-apa yang dibutuhkan, diinginkan, dan diminta oleh DUDI dari program kolaborasi pendidikan dan pembelajaran ditempat kerja tersebut diperlukan. Pendekatan menjual ide magang mahasiswa yang berbasis teori Need-Satisfaction dianggap cocok untuk DUDI skala besar karena proses pengambilan keputusan pembeliannya bersifat kompleks dan selektif sekali. Untuk membangun hubungan kemitraan dengan DUDI skala menengah menggunakan pendekatan menjual yang berbasis teori Buyer-Resolution karena proses pengambilan keputusan pembeliannya lebih bersifat pemecahan masalah taktis operasional. DUDI skala kecil cenderung pragmatis dalam proses pengambilan keputusan pebeliannya sehingga teori AIDA dianggap yang paling cocok. Melalui pendekatan penjualan ide magang yang berbasis hubungan kemitraan ini diharapkan bahwa kesediaan DUDI menerima peserta magang tidak lagi karena alas an filantropis melainkan atas azas saling berbagi manfaat, saling menghargai, saling membutuhkan yang berlangsung dalam jangka panjang. Kata kunci: kurikulum sandwich, PTV, pendekatan kemitraan, kepercayaan pelanggan, minat beli.

Deskripsi Alternatif :

The implementation of sandwich curriculum within vocational higher education (VHE) has not yet performed as expected due to several factors. One of the prominent factors is the sub-optimal level of its efforts in managing its relationship with business and industry sector as is the most important stake-holder. The situation is become worse as most of business and industry mindset is dominated by trader mindset rather than industrialist one. Whatever the situation is, vocational school has to take an initiator role by reforming itself, adopting a new paradigm by behaving as a professional seller who has something valuable to offer practicing a relationship selling approach. Three purchasing decision theories -- AIDA, Buyer Resolution, and Need-Satisfaction are proposed as the foundations for formulating a successful internship program that are effective in winning the heart and mind of business and industry as the place for students to do work-based learning. Understanding of the needs, wants, and demands of business and industry from student internship program are necessary. Large scale businesses will be selective and complicated in their decision making process so Need-Satisfaction selling approach is the right one to be used in establishing strategic partnership relations’ program. Buyer Resolution theories can be applied for building partnership program with medium size businesses. The small size businesses are more pragmatic in their decision to accept students’ internees so AIDA selling approach is appropriate. Through these alternative approaches it is expected that the acceptance of business and industry sector to participate in work-based learning program offered by vocational higher education institutions are not based on philanthropic reasons but on mutual benefits ones. For VHE, , the favorable impact of the success of this program will increase the quality and the relevancy of vocational education; increase the rate of graduate employment rate and lowering the rate of waiting time to get the job. For business and industry, this program will be in the form of cost saving, productivity increased, fresh innovative ideas, and work-ready new recruits. Key words: sandwich curriculum, VHE, partnership approach, customer trust, intention to buy

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PropertiNilai Properti
ID PublisherJBPTPPOLBAN
Organisasi
Nama KontakHelmi Purwanti
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon022 201 3789 ext. 168, 169, 239
Fax022 201 3889
E-mail Administratorhelmi.purwanti@polban.ac.id
E-mail CKOhelmi.purwanti@polban.ac.id