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Exclusive Interview with

Eddy Budhiman

If at this time in Indonesia we know APLI (Direct Selling Association of Indonesia) as of shelter companies – companies DS / MLM in running a business, it is much earlier, precisely in 1984, the organization was first established is IDSA (Indonesia Direct Sales Association) was established by Mr. Eddy Budhiman. When you first set up the IDSA (Indonesia Direct Sales Association), Mr Eddy Budhiman still joined at PT. Tigaraksa.

Since the 1970s, Mr. Eddy Budhiman always represent Indonesia and PT. Tigaraksa to attend the meeting – an international meeting organized by the World Federation of Direct Selling Associations (WFDSA) annually to discuss the development and progress of the direct selling. It was several times Mr Eddy Budhiman requested and was appointed to be a representative association of direct sales in Indonesia, and several times he refused anyway.
Over time, and at the request of
Mr. Robert King, Chairman of WFDSA, finally in 1984, Mr. Eddy Budhiman agrees and undertakes to become the founder and Chairman of IDSA (Indonesia Direct Sales Association).

Mr. Eddy Budhiman also initiated the establishment of the IDSA in Indonesia by creating a logo IDSA, which is still used by APLI. At IDSA logo, Mr. Eddy Budhiman use Borobudur temple which is intended to highlight the identity of Indonesia. And Borobudur itself is shaped like a triangle that positions it pursed. This form is intended as a hope that all members – members can be united in a single destination point.

At its inception IDSA consisted of only five companies, namely three books company, 1 company lingerie and AVON. Then it was followed by CNI and Oriflame. At that time, the task of IDSA itself at the time was serving and helping the company – the company DS / MLM to open a company in Indonesia. IDSA initial run is not easy because first, the company – the company DS / MLM still think of a reason why you should join the IDSA. In addition, will be charged a membership fee to become members of IDSA and will be bound by the code of conduct sales in accordance with the rules IDSA.
Back to the 1980s. Narrated by Mr. Eddy Budhiman, when the company – the company DS / MLM very chaotic. Recruitment – recruitment conducted by the company – the company DS / MLM very public force to finally get a bad image. Because of this unrest, the IDSA finally implement the code of conduct even stricter to cope naughtiness that made firms DS / MLM first. This makes it increasingly difficult to attract businesses IDSA DS / MLM to join as members.

During led by Mr. Eddy Budhiman, IDSA has no stewardship as it is today in APLI. Everything was done by Mr. Eddy Budhiman as Chairman and Mr. Yusuf from Britannica Book Company as Vice Chairman. 5 members of IDSA finally grown to 54 members registered.

Until finally in 1992, Mr. Eddy Budhiman divert management of IDSA to Mr. Helmy Attamimi who served as Chairman until 2012 and now an adviser APLI.


Memories Exclusive Interview with

Alm. Helmy Attamimi

With hard work and cooperation, hopefully many insurmountable challenge. Hopefully!”
Thus roughly piece of sentence we remembered from an interview with Mr. Helmy Attamimi (Alm), a well-known figure in the world of Multi Level Marketing, which until the end of his life he actively serves as an advisor APLI.During his lifetime he was a father who apply discipline to their children and also a successful entrepreneur running a business entrusted to him.

APLI (Direct Selling Association of Indonesia) was established in 1984. Starting from visits made by Mr. Eddy Budiman who was then serving as Chairman of the IDSA (Indonesia Direct Sales Association) to the office where he was to be the beginning of work both meetings. This relationship continues because at that time the company he has been a member of IDSA.

Over time, Mr. Eddy Budhiman felt it was time IDSA was reformed. Therefore, Mr. Eddy Budhiman mandates the position of Chairman of IDSA to Mr. Helmy Attamimi.

As the new Chairman, Mr. Helmy Attamimi WFDSA attend the annual seminar held in Berlin in 1993. There, he realized that the association in India was using the same name, IDSA (Indian Direct Selling Association). India has long joined WFDSA and any introductory language is English so that India is entitled to use the name of the IDSA.Therefore, returning from Berlin, Mr. Helmy Attamimi think of the name of what is right to replace the name of IDSA. After much thought and discussion, to evoke a sense of nationalism and pride in Indonesian language, it was decided IDSA turned into APLI (Direct Selling Association of Indonesia) as the proper name to replace the IDSA (Indonesia Direct Sales Association). Although the name has been changed to APLI IDSA, but continue to use the logo used IDSA logo.

At its inception APLI, Mr. Helmy does not necessarily accept the position becomes Chairman. He was still trying to find people who have been called to run and raise APLI future. Several times he tried to offer the role to some people, but it was rejected on the grounds bustle and the weight of responsibility of each. Because of the many who reject this offer, then finally by members of the association he was appointed as Chairman and continued to perform his duties as Chairman of APLI to be great as it is now.

Establishment APLI not be at all easy in the beginning, a lot of internal and external issues that must be addressed and takes many years. As Chairman of APLI, who served for 20 years, a lot of rumor / rumor uncomfortable about his position is not replaceable. Therefore, Mr. Helmy want to organize a democratic system in the election of the Chairman. But apparently, he was always elected and trusted again became Chairman in succession to 20 years.

There is one interesting his statement, namely that MLM is part of the direct selling and not vice versa. Mr. Helmy also stressed the importance of the code of ethics in the world of MLM.

If we ask him about what the most formidable challenge for the lead APLI, then the answer is very short, “when it makes it all one and the prevention of conflict”. That applied late for 20 years at the helm APLI. As a result, APLI has now developed into a very strong organization.

Along the way he was raising APLI for a period of 20 years, many things have produced him for the development of MLM companies / DS in Indonesia. One of the remarkable things that in doing it is the ability to unite with the Government so that APLI issued Decree # 32 of the MLM / DS. It is inversely proportional to the situation abroad, where MLM / DS is still at odds with the government.

Goodbye Mr. Helmy Attamimi. His services for APLI and industry developments DS / MLM will continue to be remembered.


Exclusive Interview with

Koen Verheyen

NN (Network News): It is an honor to interview one of the founders APLI. As far as the development of APLI for 30 years Mr. Koen is located in the direct selling industry in Indonesia. How Mr history with APLI?

KV (Koen Verheyen): I joined Oriflame in 1986. At that Oriflame is the first MLM in Indonesia. In March 1986 in Indonesia there are only a few companies selling direct. At that time, Oriflame is still searching for an association that houses the direct selling industry in Indonesia.Subsequently I joined the IDSA meeting (Indonesia Direct Selling Association) in Chase Plaza, which houses the office of Mr. Eddy Budhiman APLI first chairman. Since the first meeting of IDSA, I was invited to follow its staff. I delegated as its Public Relations. This event is already almost 30 years ago so I’ve kinda forgotten what the details. But certainly when it structurally still not clearly organized, a meeting has not been scheduled on a regular basis.

In 1987, following the World Congress WFDSA IDSA (World Federation of Direct Selling Associations) in Singapore. This is an excellent opportunity to participate because of its close location. At that time I went with Mr. abrian Nathan (CNI), Mr Eddy Budhiman, and several other officials. Chairman WFDSA that time Mr. Suzuki of Japan on the Patterns Cosmetic later at the World Congress was replaced by representatives of MLM Natura from Brazil. The more the next World Congress held in Latin America.
NN: the most serious challenge that moment what sir?
KV: There is nothing to understand direct selling. There are no regulations governing the industry. In fact there has been no government intervention.

NN: What is the process to change the name of IDSA be APLI and when does it happen?
KV: At World Congress WFDSA in Berlin, Germany in 1993 there is a board of all members throughout the world. There are two IDSA namely India and Indonesia. At that moment there was a movement to use Indonesian as a brand. Since then, the name changed into APLI IDSA. IDSA officially became APLI since 1994.

NN: In the first 10 years of any activity APLI?
KV: Ten-year APLI activities focus more towards internal problems with the objectives of the company are subject to legal protection in Indonesia to maintain the confidence of the government. When the members are only 12-15 companies.

NN: MLM was growing in Indonesia in the year 1990 – 2000’s, what challenges facing APLI?
KV: Many Indonesian companies that want to try direct selling because it is booming.But then quit just because it does not have the experience. Therefore, many also affect climate in Indonesia MLM negatively. This happens because they do not think about the fate of distributors who have taken the time, effort and money to develop their business.In the code of conduct has been no protecting distributor. Currently there is only the company’s obligation to pay compensation, but no distributor for future protection.

NN: How does the process of supervision of the MLM / DS for this?
KV: APLI Members should be the first to comply with existing regulations. In fact they have more stringent internal rules therein. It should if you can not be a member APLI, then could not get SIUPL. APLI can supervise its members, so that the future membership of APLI able to ‘guarantee’ for all parties.

NN: How do you address the challenges in the direct selling industry today?
KV: The challenge is an opportunity to become better. Consumers now with different consumers 10-20 years. Which is now more critical. Consumers are now able to assess.Companies must be able to ensure that they can satisfy customers. Conventional Consumers have little information on the label and the description of the ad, while the direct selling information can be described in more detail than just the label and advertising. Hence the importance of the role of the trainings. Direct selling is not only to educate but also to satistify consumers. “No direct selling without the consumer”

NN: How the government’s response to the direct selling industry?
KV: Now the government is much better because of the understanding of our business is much more extensive and detailed than before. Every country there is a tendency to protect the country’s economy in a state of global economic uncertainty that would be more enterprising. However, for Indonesia economic growth of 5-6% is good enough because not many countries are able to do so for the time being, although still a lot of homework for Indonesia.

NN: How did Mr respond to the Internet age with the direct selling industry?
KV: The era of the internet is shifting communications. That will not disappear is person to person. Internet is a channel for transactions with little information, but we must maintain his person to person.

NN: What is the dream of Mr. Koen future for APLI and the direct selling industry in Indonesia?
KV: Hopefully in the future the association APLI can be able to fight for businesses, consumers, distributors and countries.

NN: What have you boast of APLI according to your opinion?
KV: The worst may be highlighted is always a guest speaker APLI government to direct selling. Science who shared not only for personal interest but for the interest of the industry in Indonesia.

NN: What makes Mr. survive with APLI and direct selling industry over the last 30 years?
KV: I survived because my passion in this industry. In this industry the opportunities offered capable of changing people’s lives. Every human being has the ability to sell but if everyone is willing to sell? Well, this is where art direct selling. So the time spent is the key to success in this industry. “If you can not motivated yourself you can not motivated others”. So it all depends on yourself. So everyone who joins in this industry must be able to motivate himself.

NN: What are the prospects of direct selling / multi-level company (DS / MLM) future?
KV: We see a high population of Indonesia of course his chances high.

NN: There is a short message to end this interview?
KV: That pursued on the company’s vision is to help others realize a better life, so that obtained later is profit. So not to reverse the principle.