Analisis Brand Equity untuk Membantu Penyusunan Strategi Perusahaan di Divisi Proyek PT XYZ

Suharno, Suharno (2023) Analisis Brand Equity untuk Membantu Penyusunan Strategi Perusahaan di Divisi Proyek PT XYZ. Masters thesis, Institut Teknologi Sepuluh November.

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Abstract

Potensi material cat di Indonesia sangat besar dan berperan penting dalam dunia pembangunan di Indonesia. Tahun 2022 ada sekitar 150 perusahaan cat di Indonesia yang terdiri dari 34 perusahaan modal asing, 92 perusahaan modal dalam negeri dan 24 industri kecil menengah dengan menyerap tenaga sekitar 36.000 orang dengan utilitas produksi 73% dari investasi produksi yang terpasang sebesar 1.500.000 MT dan kebutuhan cat saat ini 1.100.000 MT / tahun. Dikarenakan potensi pasar yang besar, pesaing-pesaing kelas dunia, kompetisi yang semakin ketat, diperlukan strategi perusahaan yang tepat. Tujuan penelitian ini menganalisis faktor-faktor yang sangat berpengaruh, menganalisis penerimaan merk cat PT XYZ oleh para pelaku proyek di Indonesia dan rekomendasi untuk menyusun strategi perusahaan. Tahap awal dilakukan analisis Business Model Canvas (BMC) perusahaan dalam sembilan prinsip dasar yang menunjukkan cara berpikir sistematis. Selanjutnya dilakukan analisis pengaruh marketing mix 7P (Product, Place, Price, Promotion, People, Process dan Physical Evidence) dan dimensi brand equity yang meliputi (brand awareness, perceived quality, brand loyalty, dan brand associations) berpengaruh terhadap brand equity menggunakan Model Aaker. Teknik pengambilan non-probability sampling, metode purposive sampling berjumlah 282 responden yang telah memanfaatkan jasa penjualan dan purna jual perusahaan. Data kuisioner yang diperoleh dianalisis menggunakan Smart PLS-3. Hasil penelitian ini adalah brand equity, perceived quality dan brand associantions berpengaruh signifikan terhadap brand equity. Secara indirect effects, Process, Physical Evidence, Place. Price dan Product berpengaruh signifikan terhadap brand equity. Perusahaan harus mengevaluasi dan memperbaiki program promosi untuk meningkatkan brand awareness, program untuk peningkatan brand loyalty, training technical knowledge dan salesmanship dan melakukan supply chain management.
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The potential of the paint industry in Indonesia is significant and plays a crucial role in the country's development. In 2022, there are approximately 150 paint companies in Indonesia, consisting of 34 foreign-owned companies, 92 domestic-owned companies, and 24 small and medium enterprises. These companies employ around 36,000 people, with a production utilization of 73% of the installed production investment, which amounts to 1,500,000 metric tons. The current paint demand in Indonesia is 1,100,000 metric tons per year. Given the large market potential, global competitors, and increasing competition, it is essential to implement the right company strategy.
The objective of this research is to analyze the factors that significantly influence the paint industry, examine the acceptance of PT XYZ's paint brand by project stakeholders in Indonesia, and provide recommendations for developing a company strategy. The initial stage involves analyzing the company's Business Model Canvas (BMC) based on nine fundamental principles that demonstrate a systematic way of thinking. Subsequently, the analysis focuses on the influence of the 7P marketing mix (Product, Place, Price, Promotion, People, Process, and Physical Evidence) and brand equity dimensions, including brand awareness, perceived quality, brand loyalty, and brand associations, using the Aaker Model. The research applies a non-probability sampling technique, specifically purposive sampling, with a total of 282 respondents who have utilized the company's sales and after-sales services. The questionnaire data obtained is analyzed using Smart PLS-3. The research findings indicate that brand equity, perceived quality, and brand associations have a significant impact on brand equity. Indirectly, Process, Physical Evidence, Place, Price, and Product also significantly influence brand equity. The company should evaluate and improve promotional programs to enhance brand awareness, implement programs to increase brand loyalty, provide training in technical knowledge and salesmanship, and focus on effective supply chain management.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Business Model Canvas (BMC), marketing mix 7P, brand equity
Subjects:	H Social Sciences > HB Economic Theory > HB615 Entrepreneurship.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	suharno suharno
Date Deposited:	03 Aug 2023 01:13
Last Modified:	03 Aug 2023 01:13
URI:	http://repository.its.ac.id/id/eprint/102368

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