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Analisis Pengaruh Penggunaan Brand Nexcom Pada Positioning Pt Nexcom Indonesia Di Industri Radio Trunking

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Analisis Pengaruh Penggunaan Brand Nexcom Pada Positioning Pt Nexcom Indonesia Di Industri Radio Trunking UNIVERSITAS INDONESIA ANALISIS PENGARUH PENGGUNAAN BRAND NEXCOM PADA POSITIONING PT NEXCOM INDONESIA DI INDUSTRI RADIO TRUNKING TESIS SOFIAN HADI 1006794324 FAKULTAS EKONOMI PROGRAM STUDI MAGISTER MANAJEMEN JAKARTA JUNI 2012 i Analisis pengaruh..., Sofian Hadi, FE UI, 2012 UNIVERSITAS INDONESIA ANALISIS PENGARUH PENGGUNAAN BRAND NEXCOM PADA POSITIONING PT NEXCOM INDONESIA DI INDUSTRI RADIO TRUNKING TESIS Diajukan sebagai salah satu syarat untuk mencapai gelar Magister Manajemen SOFIAN HADI 1006794324 FAKULTAS EKONOMI PROGRAM STUDI MAGISTER MANAJEMEN KEKHUSUSAN MANAJEMEN PEMASARAN JAKARTA JUNI 2012 i Analisis pengaruh..., Sofian Hadi, FE UI, 2012 HALAMAN PERNYATAAN ORISINALI'TAS 'fesis ini adalah hasil karya saya sendiri. dan selnua sumber baik yang dikutip maupun dirujuk telah saya nyatakan dengan bcnar. Nama Sofian Hadi NPM 1006794324 'fanda ll'angan 'fanggal I Jniversitas Indotrcsia Analisis pengaruh..., Sofian Hadi, FE UI, 2012 HALAMAN PENGESAHAN Tesis ini diajukan oleh Nama Sofian Hadi NPM 1006794324 Program Studi Manajemen Pemasaran Judul Tesis Analisis Penggunaan Brand Nexcom pada Positioning PT Nexcom Indonesia di Industri Rodio trunking Telah berhasil dipertahankan di hadapan l)ewan Penguji dan diterima sebagai bagian persyaratan yang diperlukan untuk memperoleh gelar Magister Manajemen pada Program Studi Magister Manajemen, Fakultas Ekonomi, Universitas Indonesia. DEWAN PENGUJI Pembimbing Dr. Tengku Ezni Balqiah Penguji Dr. M. Gunawan Alif Penguji Dr. Triyono Arif Wahyudi Ditetapkan di Jakarta Tanggal 22 Jrni20l2 llt Universitas Indonesia Analisis pengaruh..., Sofian Hadi, FE UI, 2012 iv KATA PENGANTAR Segala puji dan syukur saya haturkan kepada Allah SWT, karena atas berkat dan karunia-Nya, saya dapat menyelesaikan tesis ini. Saya menyadari bahwa tanpa bantuan, dukungan dan bimbingan dari berbagai pihak, dari masa perkuliahan sampai pada penyusunan tesis ini, akan sulit bagi saya untuk dapat menyelesaikan tesis ini. Oleh karena itu, saya mengucapkan terima kasih kepada: 1. Bapak Prof. Rhenald Kasali, PhD selaku Ketua Program Magister Manajemen Fakultas Ekonomi Universitas Indonesia; 2. Ibu Dr. Teuku Ezni selaku dosen pembimbing yang telah menyediakan waktu, tenaga, dan pikiran untuk mengarahkan saya dalam penyusunan tesis ini; 3. Seluruh Dosen Pengajar Program Magister Manajemen FEUI yang telah membagi wawasan dan pengetahuan selama perkuliahan; 4. Orang tua dan adik-adik tercinta yang selalu mendoakan, memberikan kasih sayang, dukungan, dan motivasi dalam penyelesaian tesis ini; 5. Teman-teman MMUI, khususnya kelas H101 angkatan 2010 yang telah memberikan memberikan bantuan, membagi pengalaman, dan membangun persahabatan yang tak ternilai; 6. Teman-teman PT Nexcom Indonesia yang telah memberikan dukungan dan semangat dalam penyelesaian tesis ini. Akhir kata, saya berharap Allah SWT berkenan membalas segala kebaikan semua pihak yang telah membantu. Semoga tesis ini membawa manfaat bagi pengembangan ilmu. Jakarta, 10 Juni 2012 Penulis Sofian Hadi iv Universitas Indonesia Analisis pengaruh..., Sofian Hadi, FE UI, 2012 TIALAMAN PERNYATAAN PERSETUJUAN PT]BLIKAST TUGAS AKHIR UNTUK KEPENTINGAN AKADEMIS Sebagai civitas akadernik Universitas trndonesia, saya yang bertanda tangan di bawah ini: Narna Sofian Hadi NPM 1006794324 Prograrn Studi Manaiemen Pemasaran Departemen Magister Manajemen Irakultas Irakultas Ekonomi Jenis Karta Tesis demi pengembangan ilnru pengetahuan, menyetujui untuk memberikan kepada Univcrsitas Indonesia Hak llebas Royalti Noneksklusif (Non-exclusive Royalty- Free Right) atas karya ilmiah saya yang berjudul : Analisis Pengaruh Penggunaan Brand Nexcom pada I'ositioning PT Ncxcorn Indonesia di Industri Raclio lrunking beserta perangkat yang ada fiika diperlukan). Dengan Hak Bebas Royalti Noneksklusif ini [Jnivcrsitas Indonesia berhak menyimpan, mengalihmedia/formatkan, mengelola dalam bentuk pangkalan data (datahase), mcraw'at. dan memublikasikan tugas akhir: saya selama tetap rncncanturnkan nama saya sebagai pcnulis/pencipta dan sebagai pemilik I{atr< Cipta. Demikian pemyataan ini saya buat dengan sebenarnya. Diburat : Pacia'l'anggal : iO luNi aota- [Jniversitas trndonesia Analisis pengaruh..., Sofian Hadi, FE UI, 2012 vi ABSTRAK Nama : Sofian Hadi Program Studi : Magister Manajemen Judul : Analisis Pengaruh Penggunaan Brand Nexcom pada Positioning PT Nexcom Indonesia di Industri Radio trunking Brand Equity suatu merek dapat memberikan nilai bagi perusahaan yaitu sustainable competitive advantage yang menjadi benteng pertahanan yang kokoh bagi pesaing. Nilai-nilai dari elemen brand Equity juga menjadi dapat menjadi positioning di industri. Nexcom adalah brand yang sudah berpengalaman di industri radio trunking. Pada tahun 2011 PT Nexcom Indonesia menggunakan brand Nexcom yang sebelumnya digunakan oleh peusahaan lain yang memiliki core business yang sama, yaitu radio trunking. Diperlukan usaha luar biasa untuk mempertahankan dan meningkat ekuitas dari merek yang sudah dikenal dan menjadi tantangan bagi PT Nexcom Indonesia untuk menjadi operator radio trunking terkemuka di industri radio trunking di Indonesia. Kata kunci: Brand, Brand Equity, Brand Acquisition, Nexcom, Radio, Radio trunking, Handy Talkie, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty vi Universitas Indonesia Analisis pengaruh..., Sofian Hadi, FE UI, 2012 vii ABSTRACT Name : Sofian Hadi Study Program : Magister Management Title : Analysis of the Effect of Use of Brand Nexcom to Positioning PT Indonesia Nexcom in Trunking Radio Industry Brand equity can deliver value to the company's sustainable competitive advantage, it could be a strong bulwark for competitors. The values of the elements of brand Equity can be positioning in the industry. Nexcom is a brand that has been experienced in the trunking radio industry. In 2011 Indonesia PT Nexcom Nexcom using the brand that previously used by another Entity who has the same core business, radio trunking. Tremendous effort required to maintain and increase the Equity of a brand that is known and a challenge for PT Nexcom Indonesia to become leading operator in the industry of radio trunking in Indonesia. Key words: Brand, Brand Equity, Brand Acquisition, Nexcom, Radio, Radio trunking, Handy Talkie, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty vii Universitas Indonesia Analisis pengaruh..., Sofian Hadi, FE UI, 2012 viii DAFTAR ISI HALAMAN PERNYATAAN ORISINALITAS ..................................................... ii HALAMAN PENGESAHAN ..................................................................................... iii KATA PENGANTAR ...................................................................................................iv HALAMAN PERNYATAAN ...................................................................................... v ABSTRAK .......................................................................................................................vi ABSTRACT .................................................................................................................... vii DAFTAR TABEL .......................................................................................................... xi DAFTAR GAMBAR .................................................................................................... xii BAB 1 PENDAHULUAN .......................................................................................... 1 1.1 Latar Belakang ......................................................................................... 1 1.2 Perumusan Masalah ................................................................................. 4 1.3 Tujuan Penelitian ..................................................................................... 4 1.4 Manfaat Penelitian ................................................................................... 5 1.5 Batasan Penelitian .................................................................................... 5 1.6 Model Penelitian ...................................................................................... 6 1.6.1 Alur Penelitian ......................................................................................... 6 1.6.2 Sumber Data ............................................................................................. 7 1.7 Metode Penelitian .................................................................................... 7 1.8 Sistimatika Penulisan ............................................................................... 7 BAB 2 TINJAUAN PUSTAKA ................................................................................ 9 2.1 Radio Trunking ........................................................................................ 9 2.1.1 Perkembangan Radio Trunking ................................................................ 9 2.1.2 Standardisasi Sistem Radio Trunking .................................................... 11 2.1.3 Karakteristik Umum Pasar Radio trunking ............................................ 13 2.2 Definisi Merek ....................................................................................... 14 2.3 Definisi Brand Equity ............................................................................ 15 2.3.1 Brand Awareness ................................................................................... 19 2.3.2 Brand Associations ................................................................................ 23 viii Universitas Indonesia Analisis pengaruh..., Sofian Hadi, FE UI, 2012 ix 2.3.3 Perceived
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