NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 6, ISSUE 7, July -2020 THE MANAGEMENT OF CREATIVE INDUSTRY IN STUDIO EDHI SUNARSO

DR. KAMSIDJO BUDI UTOMO [email protected] The Language and Arts Faculty, State University of

DR. SM BUDIYANTO [email protected]/FKIP - UMS

PROF. TEGUH SUPRIYANTO Guru Besar Seni Budaya Universitas Negeri Semarang

ABSTRACT: The main target of the research is to Conclusion: The industrial management of get data from the industrial management of %§®© 3µÆ°≤≥Øï £≤•°¥©∂• °≤¥ has reached up Edhi Sunarso creative art that is located at the peak of the glory because of the Yogyakarta, because his creative industrial inovation, mainly in team work cooperation achievement is very phenomenal to the that involved the experts in their different world class and legendarist. The research field, They made collaboration and method used are etnografi and the research produced monumental and amazing analysis is descriptive qualitative. Data working. The inovative stepping suggestion gathering techniques used data reduction of Edhi Sunarso, its better to be the good procedure through interview, observation model for the other industrial to reach up and documentation. Data analysis flew the spectacular achievement. through data reduction procedure, Edhi Sunarso is a former fighter, presenting data and drawing conclusion. develops creative industry in Studio Edhi 4®• ≤•≥•°≤£® ≤•≥µ¨¥ ض %§®© 3µÆ°≤≥Øï Sunarso Yogyakarta. This research aims are creative art industrial proved reach up the describing the management of creative top of glory through inovative management, industry in Studio Edhi Sunarso Yogyakarta, starting from the management concept of as well as the role it plays and the painting, statue, technology and history. contribution it gives to the national The Product of his crteative industrial economy. This research uses descriptive mainly the beauty quality, functional and qualitative method. Its datatake the form of ≠°≤´•¥ïÆ••§ä %§®© 3µÆ°≤≥Øï ∞≤Ø™•£¥≥ ®°≥ information on the management of Edhi characteristic of big monumental, artistic, Sunarsoï≥ creative industry which are exspressive and heroic. His workings were obtained through in-depth interview, mounted at many big cities or even at the observation, and documentation. The data world, he got many awards that came from are analyzed using an Interactive model. his own country and oversea. The highest The research results and discussion award came from President, Governor, Art indicate that the management of creative community and civitas academica such as: industry in Studio Edhi Sunarso has natural Empu Ageng award from ISI Yogyakarta. and amicable nature. Its historic diorama

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NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 6, ISSUE 7, July -2020 product has been a trend in the making of for funding target to nurture and develop the diorama in nearly throughout , impact of C1 on national economy. which in turn has positive impact on the Dennis Kusters, Nicolina Prab, Yves- empowerment of community and their Simon Gloy (2017) said that smart industry economy in the national economic sector. products have the great growth potential. KEYWORDS: awards; Industrial; Inovative; According to market forecast, the global market legendarist, creative industry; for smart textile will grow from USD 0.1 billion management; national trend; Studio Edhi in 2015 to around USD 3 billions in 2026. Sunarso. Mark Lorenze (2016) argued that film industry is a paradigmatic example of how a INTRODUCTION: cultural economic organization is formed by Recently, creative industry has been a balancing creativity and contextual issues. In ®Ø¥ ¥Ø∞©£ ¶Ø≤ ¥®• ∑Ø≤¨§ï≥ £Ø≠≠µÆ©¥π ≥©Æ£• ©¥ £°Æ film industry, organization is far from being significantly give some contribution to the resolved by creative issues and content national economy. Gordon (in Mitchell, 2016) production: costs issues, chances and collection suggests that the success of creative industry, also play important roles. By analyzing the particularly the one related to information and creativities and contexts in film industry. communication technology (ICT) is deemed by The main strength of creative industry the government as the main driver of future in Indonesia lies in the arts and cultures which national economic development. come from tens or even hundreds of ethnical According to Offiah (2017), one of initial cultures spread throughout the archipelago. attempts to define creative industry is made Edhi Sunarsoï≥∞®•ÆØ≠•Æ°¨ °£®©•∂•≠•Æ¥ ©≥ ¥®°¥ ¥®• %Æߨ°Æ§ï≥ Department of Culture, Media, he becomes one of creative industry and Sport/DCMS). In a document published in proponents in Indonesia. 1998, DCMS describes creative industry as òan Yogyakarta, as a cultural city has many activity which derives from individual world-class initiators of creative industry, creativity, skills and talents, and which has the including: Sapto Hoedoyo, in Gallery Jl. Solo- potential of wealth and creation of job Yogyakarta, who in 1985 received the vacancies through the generation and predicate The Ten Best Interior During The exploitation of intellectual propertyóä Scandinavian Travel & Tourism of The World, 0•Ø∞¨•ï≥ ®°Æ§©£≤°¶¥ ©Æ§µ≥¥≤π ®°≥ ¢••Æ °Æ and became its Champion (Megantara, 1993, P. important commodity in Yogyakarta, in 72) and H. Amri Yahya who is famous and quite addition to other modern industries and frequently holding world-traveling exhibitions services. According to the Governor of DIY, such as in United States, Italy, Canada, Middle Sultan Hamengkubuwono X, Yogyakarta with East and Southeast Asia with his creative the support of its creative human resources, industry of Batik Painting Yahya (2001). enriched with ethnical designs, has many Edhi Sunarso (ES) is a legend with his value-added products and these products have monumental, artistic, heroic and expressive ¢••Æ ∑Ø≤¨§¨π Æ•∑ ®°Æ§©£≤°¶¥≥ °Æ§ Æ•∑ î°≤¥ ض statue works (Djin Oe Hong, 2010:21). His £≤°¶¥ï ©Æ ¥®©≥ £°≥• ¥≤°§©¥©ØÆ°¨ ®°Æ§©£≤°¶¥≥ ∑©¥® works have been displayed in many major modern touch will be acceptable universally cities in Indonesia and around the world. Edhi (Tri Suerni, 2011). Sunarso even receives the highest academic Daubaraite and Startiene (2015) stated honorary title as ò%≠∞µ !ß•Æß/The Big that the findings of this research give the basis

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NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 6, ISSUE 7, July -2020 Masteró in 2010 from ISI Yogyakarta (Susanto, running their businesses in many fields of 2010:33). industry in Yogyakarta. They need an easy His monumental statue works access to capital. Therefore, the government or immortalize historical and nationalistic banking institutions ought to facilitate their moments. His works include the Welcoming access to capital to support the creative ò3•¨°≠°¥ $°¥°Æß/The welcomingó statue at industry in Yogyakarta Hotel Indonesia Traffic Circle, , The (http://www.metrotvnews.com, accessed on Releasing of West Irian/ò0•≠¢•¢°≥°Æ/The October 21, 2017). Revathy et al (2016) said Liberation of West Irianó and òAir that capital is one of those factors which will Space/$©≤ß°Æ¥°≤°ó statues and the historical determine productivity, and this productivity, diorama in the National Monument or in turn, will have some impact on the Monumen Nasional (Monas), and so forth. Edhi £Ø≠∞°Æπï≥ ≤•∂•Æµ•. Sunarso is maestro with his own typical Management is an effort of using a impressions (Mamesah, 2010: 20). number of others to achieve predetermined Creative industry includes those goals effectively and efficiently. Effective means activities deriving from individual creativity, that the goals can be achieved as planned and expertise, and talents with a potential of efficient means that the existing tasks are done improving welfare and opening work correctly, in an organized way, and as opportunities through the creation and scheduled (Tery, 1983). Below are several commercialization intellectual property (Editor things to be the main benchmarks of Team of Creative industry MGB, ITB). There are management. Production management is the most important points in creative industry,i.e. arrangement and planning related to a) Creativity, skills, and talents: It is based on availability of both raw materials and finished human brain, namely creativity (either artistic products which are ready to be marketed in a or non-artistic such as science), b) welfare company. The management in production deals improvement: a concept in reaching welfare, with how the production process can run well and c) IPR-based creation and exploitation so that it can produce an excellent products or (Law and Human Rights) (Sueni, Tri, 2011). services in which customers are interested. Simatupang (2008:69) explained that Meanwhile, this research aims are (1) creative industry is an industry with some describing the management of creative reliant on talents, skills, and creativity which industry in Studio Edhi Sunarso Yogyakarta; are the basic elements of each individual. The (2) describing the role and contribution of Edhi main elements of creative industry are Sunarso to the national economy. creativity, expertise, and talents with a potential of improving welfare through the RESEARCH METHOD: offer of intellectual creation. This research uses descriptive Hardi (UGM researcher) stated that qualitative approach. Descriptive qualitative Yogyakarta is indeed conducive to develop research seems to be appropriate to make a creative industry.The businesses developing in description or illustration in a systematic, Yogyakarta are services which support tourism factual and accurate manner regarding some and hospitality. Handcrafts are one of local facts, natures and relations among phenomena products mostly sold to support tourism related to the development of industry in activities. There are at least 76 thousands Studio Edhi Sunarso Yogyakarta. The data are MSMEs (Micro, Small and Medium Enterprises) collected through interview, observation and

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NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 6, ISSUE 7, July -2020 documentation. The data analysis technique work unit comprising of many experts from used in this research is Mile≥ °Æ§ (°¢•≤≠°Æï≥ different disciplines. These people excel at (1984:23) interactive analysis model. The data drawing, painting, sculpting, history and analysis is done in four steps, namely data technology. When Edhi Sunarso received an collection, data reduction,data display, then order, the team work unit would be invited to conclusion drawing and verification. discuss about the plan to execute the project until the project is completed. When the project is finished, these experts would be back to their own home base because they worked arbitrarily, with no strings attached to Edhi 3µÆ°≤≥Øï≥ ©Æ§µ≥¥≤©°¨ organization (Mikke, 2010). The welcoming/ Selamat Datang monument project in Hotel Indonesia Traffic Circle, Jakarta, becomes an important test for Chart 1. Interactive Data Analysis model (Miles Edhi Sunarso. It is the first statue monument he & Huberman, 1984:23) works on in large scale, of nine meter length, and using bronze as the material with casting The above chart shows that the data technique. To deal with the issues of being in analysis process in this research begins with the first experience of everything, he relies on collecting data, then the data are reduced, his intuition and intensive communication with displayed and finally conclusions are drawn a number of technical executors and verification is made. (Susanto,2010:47). In working on his major projects, Edhi RESULT AND DISCUSSION: Sunarso always hires his colleagues as well as The research result on creative industry those students he is nurturing. Eccentrically, in Studio Edhi Sunarso Yogyakarta will be when working on the project, Edhi Sunarso is presented as follows; voluntarily mingling with them, and even eating and sleeping in the same project site 1. MANAGEMENT OF CREATIVE INDUSTRY: with them. Edhi Sunarso is also directly Edhi Sunarso as a initiator of creative involved in working on the project, just like his industry uses natural and amicable workers. What can clearly be seen is that they management. In Studio Edhi Sunarso which has have closed relationship with amicable been a center for creative arts industry, no atmosphere. organizational structure is found as would In terms of the management of his commonly be present in other industries in monumental products, Edhi Sunarso has been general. Other industries will actually have an an expert. It begins with designing the diorama organizational structure consisting of ∞≤اµ£¥ ض )ƧØÆ•≥©°ï≥ Æ°¥©ØÆ°¨ ®©≥¥Ø≤πä %§®© ©Æ§µ≥¥≤πï≥ ¨•°§•≤ °≥≥©≥¥•§ ¢π ° Ƶ≠¢•≤ ض invites a number of experts excelling at personnel, each of whom have their own duties drawing, sculpture, history and technology. and responsibilities as mandated by their Edhi Sunarso divides the authority/ delegates functions. the tasks according to their field of expertise. Edhi Sunarso as the industry initiator Edhi Sunarso with his team work unit has owned a partnership as a reliable team can complete the diorama project flawlessly. It

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NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 6, ISSUE 7, July -2020 even becomes his glorious top masterpiece. Edhi Sunarso as a initiator of creative The project then becomes the trend of the industry has an eccentric, friendly, familiar, making of historic diorama almost in all parts easygoing, creative and innovative personality ض )ƧØÆ•≥©° °Æ§ ©¥ ®°≥ •∂•Æ ¢••Æ ° ò£µ¨¥µ≤°¨ with so huge talents. It is highly reasonable that ®•≤©¥°ß•óä 4®• ≥µ££•≥≥ ض £Ø¨°¢Ø≤°¥©Æß °≤¥©≥¥≥ his persistency in craftsmanship at high level and historians has finally been the esthetic has brought Edhi Sunarso to his production of momentum of historic event (Susanto, 2010). many masterpieces and winning awards at both national and international levels. These 2. EDHI SUNARSOï3 CREATIVE INDUSTRY: awards come from many non-government The creative industry in Studio Edhi organizations, institutions, and governments Sunarso has been highly popular. They worked such as the ones from Regional Leaders like on many monumental, great, expressive, Regent/Mayor and Governor, Minister, and symbolic and heroic featured products (Oe even the President of the Republic of Indonesia. Hong, 2010). These featured products are He also receives the highest academic award continuously ordered to an overwhelming from ISI (Institut Seni Indonesia) Yogyakarta in extent. These featured products have been trsrá ©ä•ä %§®© 3µÆ°≤≥Ø ©≥ °∑°≤§•§ ∑©¥® ò%≠∞µ worked on in nearly all parts of Indonesia, such !ß•Æßó/master/expert title which is equivalent as ABRI Satria Mandala museum (1972), to Professor title (Susanto, 2010: 33). History Monument of Pancasila Sakti of Lubang One of the awards for his best works is Buaya (1975-1980), the Panglima Besar given to his phenomenal Nude (1957) which he Sudirman (Great Commander Sudirman) in makes in India. This work receives The Best Bogor. The project of making monuments has %∏®©¢©¥ °∑°≤§ °Æ§ ∑©Æ≥ ¥®• ßب§ ≠•§°¨ ©Æ ò!¨¨ been extensive, ranging from The )Ƨ©° &©Æ• !≤¥ #Ø≠∞•¥©¥©ØÆ °Æ %∏®©¢©¥©ØÆó. The Welcoming/Selamat Datang monument in form of this work is a result of abstraction of Hotel Indonesia Traffic Circle, Jakarta, to female figure, yet the female body posture in Releasing West Irian/Pembebasan Irian Barat this statue is no longer visible, only some and Air Space/Dirgantara monuments, to elements within it imply the graceful part of a Pahlawan Nasional Slamet Riyadi (National female posture (Anusopati, 2010:82). His list of Hero Slamet Riyadi) monument in Ambon, to achievements and awards can be reported as Ida Bagus Jaya monument in Bali, to Pahlawan follows. Yos Sudarso (The Hero Yos Sudarso) (1) In 1953 Edhi Sunarso is named the runner- monument in Biak, and finally to Tugu Muda in up in a worldwide sculpture competition in Semarang (Anusopati, 2010:110-112). London, England. The Tugu Monas (National Monument) (2) In 1956-1957, Edhi Sunarso consecutively project in Jakarta (1957-1962) is said to be an received gold medals with his best esthetic monument in historic event. The sculpture work in India. construction of a series of artistic-themed (3) In 1981, Edhi Sunarso received an award monument works serves as a record of from the President of the Republic of histography in the field of arts. This is actually Indonesia true particularly when President Soeharto (4) In 1998, Edhi Sunarso received an award reigns when Tugu Pahlawan Sepuluh from Paku Alam VIII Yogyakarta. November Museum in Surabaya and (5) In 2003, Edhi Sunarso received Charter Gunung/Mount Merapi Museum in Kaliurang, Award from the President of the Republic of Yogyakarta are built (Ardiati 2010:109). Indonesia.

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NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 6, ISSUE 7, July -2020 (6) In 2010, Edhi Sunarso is awarded the title Indonesian people in such values as loyalty, Empu Ageng from ISI Yogyakarta (Susanto, nationalism, and sacrifice aspiring them to care 2010:179). and unite for the Unitary State of Republic of Indonesia (NKRI). It is here that the THE !.!,93)3 /& %$() 35.!23/ï3 £ØÆ¥≤©¢µ¥©ØÆ ≠°§• ¢π %§®© 3µÆ°≤≥Øï≥ ∑Ø≤´≥ CREATIVE INDUSTRY: lies, serving as the source of inspiration every Creative industry products generally single citizen of Indonesia needs in order to have some impact on the steps of national grow and gear up the spirit of patriotism and economic developments, i.e. eliminating love to their homeland. unemployment, creating job vacancy, To many people, Edhi Sunarso is a great £ØÆ¥≤©¢µ¥©Æß ¥Ø £Ø≠≠µÆ©¥πï≥ ≤•∂•Æµ• ©Æ artist. For Bung Karno, the first President of the general. Republic of Indonesia, he is a former fighter for %§®© 3µÆ°≤≥Øï≥ £≤•°¥©∂• ©Æ§µ≥¥≤π ®°≥á °≥ independence who continues to struggle any other creative industry in general, some through his profession as an artist. In the past, impacts in creating job vacancy, increasing the preparedness and alertness were embodied in revenues of creative industry actors which are the high desire of a guerilla to fight the enemy. evenly distributed in nearly all parts of Nowadays, it takes the form of a dedicated Indonesia, contributing to national economic artist who keeps on pushing forward the ≥•£¥Ø≤ä %§®© 3µÆ°≤≥Øï≥ £≤•°¥©∂• ©Æ§µ≥¥≤π development of nationalism spirit (Wardoyo SJ, products even have double impacts. Firstly, it 2010:100). has an impact on economic sector. With its The monuments in Jakarta during 1957- industrial productivity, it can increase the 1962 era could be said as the first esthetic revenue of creative industry initiator. It has moment in historical events in Indonesia. The significant influence when the trend of making construction of artistic-themed monument diorama occurs in almost all major cities in works which were done for the first time by Indonesia. Indonesian people on their own land serves as Secondly, it has an impact on non- a histography in the field of arts (Ardianti, economic sector, particularly in the spiritual 2010:104). ≥•£¥Ø≤ ض )ƧØÆ•≥©°Æ ∞•Ø∞¨•ä %§®© 3µÆ°≤≥Øï≥ products are monuments, diorama, and sculptures of national heroism. It symbolizes patriotism and state defense. Essentially, those heroes died as martyrs.They sacrifice their lives for Indonesia as a country and nation. They have tremendous contribution in taking parts in the struggle for independence, setting the country free from the collonial Dutch, England and Japan. Specifically, %§®© 3µÆ°≤≥Øï≥ ∑Ø≤´ products in the form of hero sculptures, monuments, and diorama contain spiritual and patriotism values which display and expose Management of Creative Industry in Studio national hero figures. It can give great Edhi Sunarso (Paintings, Sculpture, contribution as a source of inspiration for Technology, and History) 186 | P a g e

NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 6, ISSUE 7, July -2020 THE CONCLUSION: Jakarta. Kajian Karya Ke-Indonesiaan. PT Based on the research result and Hasta Kreatif Manunggal. analysis above, the following conclusions can 3) Baskoro T Wardoyo SJ. (2010). Edhi be stated. Firstly, the management of creative Sunarso dan Panggilan Sejarah. PT Hasta industry in Studio Edhi Sunarso is of natural Kreatif Manunggal. and amicable nature and its historic diorama 4) Chivuzo A.J. Offiah. (2017). Globalization product has been a national trend. Therefore, it and the Culture/Creative Industries: An is reasonable that the model of historic A≥≥•≥≥≠•Æ¥ ض .©ß•≤©°ï≥ Position in the diorama making by Edhi Sunarso is nearly Global Space. IOSR Journal Of Humanities always followed by other artists throughout And Social Science (IOSR-JHSS).Volume 22, Indonesia. Issue 1, Ver. 1 (January 2017). Secondly, the products by Edhi Sunarso 5) Djien, Oei Hong. (2010), Edhi Sunarso do not only make their artistis popular and Pematung Legendaris. Jogjakarta : PT Hasta receiving the highest awards from many Kreatif Manunggal. officials from regions such as Regents/Mayors, 6) Kuster, Dennis, Nicolina Prab, Yves-Simon Governor, Minister and President/Head of Gloy. (2017). Textile Learning Factory 4.0- State, rat®•≤ ©¥ °¨≥Ø ≤•≥µ¨¥≥ ©Æ £Ø≠≠µÆ©¥πï≥ Mempersiapkan Industri Tekstil Jerman economic empowerment. Edhi Sunarso is not untuk Masa Depan Digital. Konferensi ke-7 just a (creative) industry actor; but he also tentang Belajar Pabrik. CLF 2017. ∞¨°π≥ ≥Ø≠• ¥Ø¨• ©Æ ©Æ£≤•°≥©Æß ≥Ø≠• ∞•Ø∞¨•ï≥ 7) Lorenzen, Mark. 2016. Creative Encounters revenues. in the Film Industry: Content, Cost, Chance, His featured creative industry products and Collection. Creative Encounters. are great, expressive, symbolic and heroic 8) Mamesah, John. (2010). Edhi Sunarso dan monumental works. His creative innovations Dokumentasi Seni Rupa Indonesia. has been deservedly awarded by many Jogjakarta: PT Hasta Kreatif Manunggal. institutions both at national and international 9) Margantoro. (1993). Sapto Hudoyo dalam levels. Moreover, thanks to his monumental Liputan Media. Yogyakarta: Sapto Hoedoyo and incredible works which has been a national Art Galery. trend, so that Edhi Sunarso is awarded the 10) Mitchell, Brian. 2016. Management of ICT- highest academic title from ISI Yogyakarta as Based Creative Industries: Has the Medium ò%≠∞µ !ß•Æß/The Big Masteróä Muddled the Message? International Journal of Culture and Creative Industries. Remember Well and Bear in Your Minds Vol. 3 Issu/Mocca2016. That: The Honesty and Bravery Will Lead Us 11) Revathy, S. And V. Santhi. (2016). Impact Of to the Paradise Capital Structure On Profitability Of Thank You Manufacturing Companiwes In India. International Journal Of Advanced Engineering Technology. Vol 7(1). REFERENCES: 12) Hardi, Setya. (2017). 1) Anusopati. (2010). Edhi Sunarso Sang Guru. (http://www.metrotvnews.com, diakses PT. Hasta Kreatif Manunggal. tanggal 21 Oktober 2017) 2) Ardianti, Yuke. (2010). Life Diorama 13) Simatupang. (2008). Industri Kreatif untuk Sukarno dalam Karya Edhi Sunarso di Kesejahteraan Bangsa. ITB Bandung: Inkubator Industri dan Bisnis.

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NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 6, ISSUE 7, July -2020 14) Sueni, Tri (2011). Observasi Industri Kreatif 18) Ugne Daubaraite, Grazina Startiene. (2015) Bidang Disain Produk Kreatif (Craft), Creative industries impact on national Daerah Istimewa Yogyakarta. economy in regard to sub-sectors. Journal 15) Sugiyono, Eri W. (2004). Statistika untuk International Procedia, Social and Penelitian. Jakarta: Alfabeta. Behavioral Sciences 213 (2015). 16) Susanto, Mikke. (2010). Edhi Sunarso 19) Yahya, Amry. (2001). Evaluasi dalam Seniman Pejuang. Jogjakarta. PT Hasta Persepektif Pendidikan Seni. Yogyakarta Kreatifa. UNY Press. 17) Terry, George. (1983). Principles of Management. Home- Wood Illions: Richard. D. Irwin.

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