International Journal of Civil Engineering and Technology (IJCIET)
Volume 10, Issue 1, January 2019, pp.455–461, Article ID: IJCIET_10_01_043
Available online at http://www.iaeme.com/IJCIET/issues.asp?JType=IJCIET&VType=10&IType=1
ISSN Print: 0976-6308 and ISSN Online: 0976-6316
©IAEME Publication
Scopus Indexed
INDONESIAN DEFENSE INDUSTRY
EXHIBITION AS A PROMOTIONAL
ACTIVITIES IN THE PERSPECTIVE OF
BUSINESS COMMUNICATION
Astried Faradyna, Asep Suryana, Iriana Bakti
Department of Business Communication,
Masters in the Faculty of Communication Sciences,
Padjadjaran University, Bandung, Indonesia, Correspondence email:
ABSTRACT
This study seeks to explore the value of promotion from the Indo Defense
exhibition held by the Indonesian Ministry of Defense involving dozens of countries.
The research method is using descriptive study with reference to the business
communication perspective. To measure the performance of this event, this research is
based on the target of event realization, and compares it. The results showed that Indo
Defense's activities effectively served as a vehicle for promotion in defense equipment
business at the international level.
Keywords: Promotion, Business Communication, Exhibition, International Business.
Cite this Article: Astried Faradyna, Asep Suryana and Iriana Bakti, Indonesian
Defense Industry Exhibition as A Promotional Activities In The Perspective of
Business Communication, International Journal of Civil Engineering and Technology
(IJCIET), 10 (1), 2019, pp. 455–461.
http://www.iaeme.com/IJCIET/issues.asp?JType=IJCIET&VType=10&IType=1
INTRODUCTION
In a forum, Coordinating Minister for Politics, Law and Security Luhut Binsar Pandjaitan
warned that Indonesia's defense and security were threatened by various conflicts and
problems. Domestic threats faced today, said Luhut, are terrorism, drugs, armed separatist
gangs, communal conflict, and national disintegration. One effort to elevate Indonesia's
position as a country that has a role in improving the economy and has security and
attractiveness for investment for potential investors, the government held an Indo Defense
2016 Expo. For Indonesia, the Indo Defense 2016 Expo and forum event is a promotional
event to showcase the superior products of the Defense Industry and the work of Indonesian
children and become an opportunity for domestic Defense Industry professionals both BUMN
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Indonesian Defense Industry Exhibition as A Promotional Activities In The Perspective of Business
Communication
and BUMS to build networks of cooperation with defense industries leading from various
countries.
This situation does not discourage industry players and the economy from continuing to
develop its business wings to continue to grow. PT. Napindo is an Event Organizer company
as a company that is trusted by the Ministry of Defense to hold a Defense Industry Exhibition
event since 2004 in Jakarta to hold Indo Defense 2018 as the international level main
weaponry system exhibition event to be held in November 2018. PT. Napindo is trying harder
to do some business communication strategies so that consumers who are joined a lot from
abroad are not affected by the current situation in Indonesia. The event held today is part of
promotional activities that must be held because this event is not an ordinary event because it
involves several foreign delegates. In an interaction between countries in a business
perspective, usually what is encountered is by using international exhibition channels which
become a meeting place for business people like entrepreneurs, producers and consumers
from various countries or international meeting forums of heads of state and ministers of
economy, industry, finance and trade. Transactions carried out involved many things such as
liberalization of world trade, export imports, foreign capital investment, interbank financial
transactions in different countries, expansion of the transnational industry, arms sale
transactions between countries.
PT. Napindo organized an event based on the defense industry that has been able to attract
exhibitors and visitors from inside and outside the country who are able to produce Defense
Industry technology from each of the countries joined. The increase in the number of
participants joined in it is an indicator that the event that took place was considered successful
from the previous year.
Table 1. Realization of performance targets
No
1
2
3
4
5
6
7
Information
Realization of
performance targets
2014
2016
Indoor exhibition
12.489 sqm
area
Outdoor exhibition
5.534 sqm
area
Exhibitors
672
Participating
49
countries
Pavilion of countries
23
State official
26
delegation
Visitors
20,568
Percentage
Change
Performance
13.429 sqm
107.52
+7.52%
6.213 sqm
112.26
+12.26%
847
126.04
+26.04%
44
89.79
-10.21%
22
95.65
-4.35%
30
115.38
+15.38%
22,459
109.19
+9.19%
In this event, it is seen not only B to B activities that occur but because this event involves
the government and foreign delegations, the activities that occur are G to G (Government to
Government). Every business activity must have an agreement from both parties. How do
business people run it and there must be trust between the two. Considering the transaction
that occurs is Business to Business (B to B), business communication activities in Indo
Defence are different from other exhibition events intended for end users. The industry
professionals involved here are brought together to discuss each of the advantages of their
products. In this case those involved need to consider more in the realm of business
communication for this B to B transaction because the process involved is more complex.
That means, here more people are involved in the decision-making process in this business
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Astried Faradyna, Asep Suryana and Iriana Bakti
communication. So the decision making process is longer. The next consideration is that the
costs incurred in this transaction are not small, considering that a major weaponry system is
the main tool of a government, which not just anyone can buy. There is a bureaucratic process
that must be fulfilled and several permits that must be obtained from certain agencies.
Some points that need to be considered in a business communication that occur here are
not just the delivery of business messages from producers to consumers, but communication
here is more concerned with how the parties involved in communication can meet their
respective needs through exchange of values and benefits obtained from other parties in a
transaction. Therefore, business communication is not just a focus on the process of
delivering information and forming awareness. PT. Napindo here only accommodates and
attracts producers who act as exhibitors and exhibition visitors to join this event. And it is
expected that the producers here need to follow up on the awareness that is formed in the
consumer until the occurrence of another purchase or cooperation. Relations between
countries here are very important not only at the economic level but also in the
communication and political aspects. Because the power of communication in the economic
sphere here has an important role in the relations of a country both bilaterally and
multilaterally. This is related to the fact that cross-country relations are expected to produce
large democracy, opportunities for greater cooperation, then greater challenges will emerge
towards greater prosperity of a country.
International Communication as Effects of Globalization
Communication refers to a similarity between the delivery of the message and the person
receiving the message. Communication is a process of delivering messages or information
from a party to another party with the aim of achieving the same perception or understanding.
According to Carl. I. Hovland (1954), communication science is a systematic effort to
formulate expressly the principles of delivery and the formation of opinions and attitudes. The
object of communication science studies is not only the delivery of information, but also the
formation of public opinion and public attitude (McCallum, Hammond, & Covello, 1991;
West, 2004). Communication is the process of changing the behavior of others that is
communication is the process of changing the behavior of individuals (Bandura, 2009).
Usually, communication is carried out verbally that can be understood by both parties, if
there is no verbal language that can be understood by both, communication is still carried out
using body movements, showing certain attitudes, such as smiling, shaking his head. This
way is called nonverbal communication. Communication is often interpreted as the transfer of
information or messages from the communicator to the communicant. The process aims to
achieve mutual understanding. Before the communicator sends messages to the communicant,
first he gives meaning to the messages (decode). The message is captured by the
communicant and given meaning according to the concepts he has (encode). Through the
interpretation process, namely interpreting these meanings from various perspectives, certain
meanings will be produced according to the field of experince and frame of references that the
communicant has. If the communicant considers it necessary to provide feedback to the
communicator, the communicant first gives meaning to the feedback. According to Fortner
(1993), Bakry (2000), international communication is the practice of communication that
crosses international borders. The need for international communication according to Fortner
(1993) is due to the increasing effects and effects of globalization (Thussu, 2018). As a sub
discipline, the scope of international communication is concerned with the interaction
between the government and the government (G to G), business with business (B to B),
communities with people (P to P) at the global level. International communication can cover a
variety of problems, ranging from political, economic, social, cultural and military issues.
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Indonesian Defense Industry Exhibition as A Promotional Activities In The Perspective of Business
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Business Communication in International Trade
A business activity is very necessary for communication. Communication is very important.
A producer must communicate with the customer or the customer. An entrepreneur must be
able to convey the products he produces through communication activities. A leader must be
able to lead well his subordinates through good and effective communication activities. Here
it can be seen that communication skills are a very basic need in the business world.
Business is an economic system activity directed at the management and distribution of
industry results and professional services that bring profit. The essence of business activities
is a busy life, as seen from the basic word. Business is intended to have constructive goals for
human life. The simple definition of business communication is communication used in the
business world, covering various forms of communication both verbal and non-verbal
communication (Purwanto, 1997). According to Panuju (2000), the relationship between
business activities and market opportunities, as well as the important role of communication,
can be illustrated in the following scheme.
business activities
human relations
public relations
production bata baran
promotion
communication
activities
goods / service
consumer
market opportunity
A business activity occurs because of the interaction between one individual and another
individual. This personal interaction between individuals and other individuals will be a great
interaction when this communication must involve many people and enter the public sphere.
This interaction between individuals to audiences will be an effective process of delivering
messages when this activity becomes an activity to convey a message in the form of a product
both services and goods. The communication activity is called promotional activities. The
purpose of production activities is so that the products produced by producers arrive at and are
used by consumers. Consumers here are referred to as markets. All products, both goods and
services, so that they can be properly distributed to eat, a producer must be able to create
goods, both services and goods that are in accordance with the current situation, adjusted to
the market conditions.
The principles of modern communication emphasize the needs of the communicant and
the readiness of the communicant in the communication process (Jensen, 1991). It is more
important than the message function and communicator's purpose. Therefore, more modern
principles also take into account opportunities rather than production. Market opportunities in
a real business activity are not always significant with the supply of goods and services. This
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means that goods and services in large quantities do not automatically cause the market to
become saturated. Conversely, the amount of goods or services that are few or rare does not
always cause the market opportunity to be large. In this context, market opportunities can be
made through communication mechanisms that continuously shape social values, preferences,
and functions. The opening of market opportunities for beverage products is the result of
conditioning carried out by the mass media through its information. That information forms
the values, images, and needs. Thus, communication activities are often carried out first to
form market opportunities. Second, market opportunities are largely determined by the
consumer's image of goods and services. If a product is able to convince consumers that the
product has credibility, has a function, guaranteed safety, and other advantages, the market
opportunity will be formed. The problem is often the goods and services are not known to the
public because there is no correct and adequate communication strategy. In this case the
communication activities that occur are promotions (Liu, 2002). In communication studies,
promotional activities usually include: 1. Inter-human relations activities
2. Community relations activities
3. Advertising or advertising activities
The involvement of many parties in a business communication between countries has
many effects on its implementation. Business people who are involved in it who also act as
decision makers must consider carefully because it can increase cooperation in the fields of
economy, industry, finance and business which contain messages for the welfare of each
nation. In essence, the business perspective of international communication concerns
messages that contain international economic and business interests.
In the context of the Indo Defense exhibition, the event that takes place every two years is
very much taken into account in the other countries. Of the 54 countries that have been
willing to register to participate in this event, it has been proven that there is communication
between countries that occur. Those involved in this event who act as communicators are
entrepreneurs or producers of the defense industry, and at the government level are defense
ministers, finance ministers, and ministers of industry and trade. The communication includes
business people, especially transnational entrepreneurs, and officials of government agencies
or even people who do international business with other countries. The form of
implementation is in the form of lobbying, participation in international exhibitions, sending
product offer brochures, placing advertisements in international mass media, inviting
entrepreneurs and journalists / writers from other countries to just visit.The event that
happened turned out to also have broad meaning for the host country in this case of course
Indonesia. With many foreign delegates attending, communication between countries can also
advance aspects of international tourism. In this case, in relation to foreign tourist visits from
one country to another, their presence can indirectly introduce to the world how the countries
visited. We can also introduce them to our culture, the uniqueness and diversity of tribes that
Indonesia possesses can be an attraction of relations between countries.
Indo Defense as a Promotional Activity
The term exhibition illustrates that the exhibition is a place where companies can display their
latest products or services. Some companies promote new products or new services using
exhibition media as a marketing strategy in their business. This is considered through the
exhibition to get new consumers or get new prospects at the exhibition. Every exhibition that
took place by the exhibitors hoped that with the booths they installed they would benefit from
every visitor who came to the exhibition, especially those who came to the booths they had
installed. With the stand of the company they of course install the products they want to show
to visitors. These products have advantages among other products they have.
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Indonesian Defense Industry Exhibition as A Promotional Activities In The Perspective of Business
Communication
An exhibition is considered to have a high level of effectiveness in introducing a new
product to consumers. In this case, some professional industries feel very benefited by this
event. Those who are new to producing new products can be directly shown to the wider
community. In the exhibition we can promote the product by showing the products installed
on the stand. The exhibitor can also directly explain how to work or how to use the product.
In addition, exhibitors can distribute flyers and pamphlets, as well as company business cards
so that more people will get to know their products. The next advantage of an exhibition is
being able to maintain the company's image. People who already know the company but a
company must be able to show its existence that the company always innovates to create new
products that can compete with others and the product follows the development of the times.
Professional industries can get information from competitors. What strategies apply in the
market, even information about product prices that apply in the market.
Indo Defense is an international scale activity that has been registered in the world
exhibition event calendar and is followed by leading defense industries from inside and
outside the country. This activity has been carried out since 2004 where there were
approximately 40 countries incorporated in it. In these activities Defense industry products
both military and non-defense equipment will be exhibited. Through Indo Defense, it is
expected that business transactions will be achieved between the defense industry in the
country and abroad in a significant amount.
Indo Defense can strengthen Indonesia’s position in international trade of defence
equipment and enables Indonesian exhibitors capable of competing in international level.
Foreign countries view that Indonesia is in a safe condition not as reported by various events
and threats that occur. In addition, the Indo Defense organizers also gained tremendous trust
from outside countries. They assume that an event organizer that organizes a defenceequipment exhibition has good credibility. Visitors were satisfied because they could establish
good cooperation between companies and between countries, even the people who witnessed
were entertained and felt they got new knowledge by looking at the defense equipment on
display.
CONCLUSION
A business activity that involves between countries can not only be seen from the economic
perspectives. In the case of business promotion, it also involves aspects of political
cooperation, tourism in which all aspects can benefit the country involved in it and can even
increase a country's income, such as increasing foreign exchange. Therefore, the business
aspect is not just a business promotion and a fixed-traded product involving various business
groups, both government and private, from other countries, to make transactions in various
fields or economic sectors. Business communication at the international level must pay
attention to many things. Communication errors that occur will affect many parties. Business
communication can strengthen relations between two countries and can also increase profits
for the countries involved.
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