IPB University Together with Binus University Invites Entrepreneurs to Learn Brand Communication Online


One of the three tri dharma of higher education is Community Service (PKM) and every instructor in a university needs to include this activity in its portfolio. Sharing knowledge and teaching knowledge is the most important part of these service activities.

Realizing the importance of this, IPB University together with Binus University held an Effective Online Brand Communication Training for members of the Indonesian Catfish Entrepreneurs Association (APCI), Wednesday (9/25) at the Whiz Prime Hotel, Bogor. This activity is in the context of the Kemenristekdikti grant, the Community Partnership Program is chaired by Amalia E. Maulana, PhD, Binus University teaching staff and members Dr. Ir Irzal Effendi, MSi and Cecilia Eny Indriastuti, SPi, MSi, from IPB University.

In his remarks, Dr. Irzal Effendi explained the importance of cooperation between universities. His background in catfish cultivation will complement each other with the marketing expertise of the Brand Online Communications speaker Amalia E. Maulana, PhD from Binus University.

APCI Chairperson, Ir Imza Hermawan welcomed this activity. Imza revealed, the training was very useful for members, especially small and medium scale entrepreneurs. "This training is useful to increase the awareness of catfish entrepreneurs that branding has become something that cannot be ignored. The Industrial Revolution 4.0 requires businesses to adapt through online communication, the right way to win the competition, "Imza said.

Meanwhile, Amalia E. Maulana as the resource person started the discussion by presenting the results of her ethnography research on catfish. Amalia obtained important findings about consumer confusion about catfish fillets circulating in the market in Indonesia.
"This is a major problem in the marketing of catfish in the domestic market which must be resolved before each member of the association begins to increase its brand communication activities online. Currently the name is still confusing, "said Amalia.

The results of this study mention, at this time consumers are confused about the terms patin, dori, and pangasius which are considered by consumers as different types of fish even though the point is referring to the same fish. Therefore Amalia emphasized that cooperation from all interested parties is needed, especially from associations, business actors, traders and the Ministry of Maritime Affairs and Fisheries of the Republic of Indonesia.

To be able to market the catfish brand online, entrepreneurs need to understand the media habits and needs of their consumers. According to him, interesting stories about catfish fillets need to be explored by entrepreneurs. The Power of Story of catfish is very important in online communication.
"At present the existence of companies in the digital world is not yet a priority and many entrepreneurs still feel hesitant to communicate better and sharper in this media. This training event is a good moment for catfish entrepreneurs, especially small and medium-sized businesses to improve their appearance in the digital world and become winners in their consumers' hearts, "Amalia concluded. (AVR)



Published Date : 30-Sep-2019

Resource Person : Amalia E. Maulana, PhD

Keyword : online communication, brand, catfish, Indonesian Catfish Entrepreneurs Association (APCI)

SDG : SDG 8 - DECENT WORK AND ECONOMIC GROWTH, SDG 2 - ZERO HUNGER