tag:blogger.com,1999:blog-20225143701497056242024-03-18T10:02:27.800+07:00It's My DreamAnonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.comBlogger12125tag:blogger.com,1999:blog-2022514370149705624.post-20824733005580124392015-02-10T16:12:00.000+07:002015-02-10T16:12:00.350+07:00Solusi Riset<div style="text-align: justify;">
Bagi Anda mengalami permasalahan dalam bidang Riset, Survey, dan Data Analisis, saya dari Tim www.solusiriset.com hadir membantu anda.</div>
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Berbagai metode analisis statistik dapat kami deliver dalam memecahkan
masalah statistik anda, seperti Analisis Kehandalan Kuesioner, Analisis
Regresi, Analisis Multivariate, Analisis Time Series, Structural
Equation Modelling, dan puluhan jenis analisis statistik yang lain
didukung oleh kemampuan dalam menggunakan software statistik.</div>
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Sebelum anda memutuskan untuk menggunakan jasa konsultan riset, survey,
dan data analisis, pastikan kami yang pertama kali anda hubungi, karena
SolusiRiset senantiasa berusaha memberikan yang terbaik.</div>
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Produk layanan dari solusiriset.com adalah</div>
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<li>Field Survey</li>
<li>In House Training</li>
<li>Public Training</li>
<li>Statistics Consultation</li>
<li>Data Entry </li>
</ol>
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Silahkan kunjungi website: <a href="http://solusiriset.com/" target="_blank">http://solusiriset.com/</a></div>
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Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com10tag:blogger.com,1999:blog-2022514370149705624.post-59514311860634742062015-01-13T02:59:00.002+07:002015-01-13T02:59:59.638+07:00Cara Menggunakan Select Cases di SPSS<div style="text-align: justify;">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">Sudah lama banget tidak nulis di blog, karena aktivitas banyak banget..mulai dari kuliah, nagajar sampe kerja. Alhamdulillah, dari kerjaan sekarang ini banyak banget ilmu yang bisa saya peroleh. Untuk itu, saya akan coba share sedikit pengalaman saat mengalakukan cleaning data hasil survey di 14 Prov dengan total sampel 2.323 responden. (pasti repot ya kalau tidak tahu tekniknya.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">Sebagai ilustrasi, saya memiliki 400 pertanyaan di kuesioner dengan jumlah sample 2.323. Sampel tersebut tersebar di 14 Prov dengan pembagian berdasarkan cluster Kabupaten, kecamatan dan kelurahan. Selanjutnya sampel di kelompokkan menjadi dua yaitu sampel treatment dan sampel kontrol. untuk sampel treatment saya beri coding 1 sedangkan kontrol saya beri coding 2. Pastinya saat kita menginput data ke SPSS akan ada 400 kolom dan 2.323 baris.</span></span><br />
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">Ok, misal saya akan mencari frekuensi umur responden hanya pada kelompok sampel treatment saja pada data yang telah terinput lengkap, maka cara yang dapat dilakukan dengan menggunakan menu select cases. artinya, saya akan mengatur sebuah variabel (umur) berdasarkan persyaratan tertentu (sampel treatment). caranya sebagai berikut</span></span><br />
<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">1. Klik menu "Data" lalu sorot ke bawah sampai keteu "Select cases" lalu klik</span></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbO0EGlKf0qpnkAEfziGW7G9C7WyrmK4dyaNXHLrqMPPM_xg8ED8ey_GW3HPDdsG4aRKZ-6LgIo2h0G3d3vgwWqEk6fskwSwcYsyZLLPXlA1fxmI5v0XxNKanAX1Lajqd4YlV52cgch4aS/s1600/2.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbO0EGlKf0qpnkAEfziGW7G9C7WyrmK4dyaNXHLrqMPPM_xg8ED8ey_GW3HPDdsG4aRKZ-6LgIo2h0G3d3vgwWqEk6fskwSwcYsyZLLPXlA1fxmI5v0XxNKanAX1Lajqd4YlV52cgch4aS/s1600/2.png" height="320" width="183" /></a></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">2. Akan muncul kotak dialog, kemudian pilih atau centang "If condition is satisfied" lalu klik kotak 'If"</span></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgb0fDd2qu8tGq9CeHSsgcN4bP1WKj2lV-mYM82AUYQwVyJ8Ifgg0De4ddVovdFePl5JDT9aLx-YObBbaDsyKBD0Ez3x3V0YMPxIVHn0LuLp0jQFbioHBUUcANfJc0a1oDuwzrm6iHvCUpK/s1600/3.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgb0fDd2qu8tGq9CeHSsgcN4bP1WKj2lV-mYM82AUYQwVyJ8Ifgg0De4ddVovdFePl5JDT9aLx-YObBbaDsyKBD0Ez3x3V0YMPxIVHn0LuLp0jQFbioHBUUcANfJc0a1oDuwzrm6iHvCUpK/s1600/3.jpg" height="108" width="320" /></a></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">3. Akan muncul kotak dialog lagi, nah ini yang paling penting. karena saya hanya ingin mencari distribusi umur pada kelompok sampel treatment, maka pada kolom di sebelah kiri, cari variabel kelompok sampel lalu pindahkan ke kolom kosong sebelah kanan. Karena kelompok sampel treatment codingnya 1, maka pada kolom yang telah dipindahkan kelompok sampel tretament kita beri tanda "=1" Contoh :Status.Sampel=1. kemudian klik Continue dan Ok.</span></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLz99spD8TMiFf_nTfo2KGBDJFgUPZV29f6yKXAxGz9F5lBVphNgX-WHmhWrtJ88jJATi9I9H8aBU8VRFeU9HqvJgiPIoGVX6RwnwsvH6WvyjOedsv-UhyphenhyphenfiCA4OQ4ndsAO4aaryJNDobm/s1600/4.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLz99spD8TMiFf_nTfo2KGBDJFgUPZV29f6yKXAxGz9F5lBVphNgX-WHmhWrtJ88jJATi9I9H8aBU8VRFeU9HqvJgiPIoGVX6RwnwsvH6WvyjOedsv-UhyphenhyphenfiCA4OQ4ndsAO4aaryJNDobm/s1600/4.jpg" height="74" width="320" /></a></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">4. Terakhir, maka akan terlihat bahwa hanya kelompok sampel treatment saja yang akan siap di analisis.</span></span><br />
<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">5. Karena ingin mencari frekuensi umur responden, maka kembali ke Analyze, pilih Descriptive Statistics lalu frekuensi.</span></span><br />
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">Semoga bermanfaat </span></span></div>
Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com0tag:blogger.com,1999:blog-2022514370149705624.post-88377835225059450802015-01-13T02:27:00.002+07:002015-01-13T02:29:17.630+07:00THE USE OF AHP METHOD ON THE MAYOR ELECTION IN BANDAR LAMPUNG BASED ON THE CONCEPT OF POLITICAL MARKETING MIX<div style="text-align: justify;">
Berikut hasil penelitian yang saya sajikan dalam acara: </div>
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Global Advanced Research Conference on Management and Business Studies. </div>
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"Sustainable business practices in Asian context" Bangkok, </div>
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October 15-18, 2014</div>
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<span id="transmark"><a href="https://www.researchgate.net/publication/270583303_THE_USE_OF_AHP_METHOD_ON_THE_MAYOR_ELECTION_IN_BANDAR_LAMPUNG_BASED_ON_THE_CONCEPT_OF_POLITICAL_MARKETING_MIX" target="_blank">https://www.researchgate.net/publication/270583303_THE_USE_OF_AHP_METHOD_ON_THE_MAYOR_ELECTION_IN_BANDAR_LAMPUNG_BASED_ON_THE_CONCEPT_OF_POLITICAL_MARKETING_MIX</a> </span></div>
Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com0tag:blogger.com,1999:blog-2022514370149705624.post-14692858076790790742015-01-13T02:16:00.000+07:002015-01-13T02:19:44.851+07:00Pratikum Metode Riset Bisnis<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjadyxRVuYzccaH7luLcHiNrtp8mRr7RuaqhK1z8RQdHXblsyKsxqBCmUGQTK4RZg7WxqUltO3eCDqhhfYcpJ0V2zi8M9p3ddZwJIv9rBdBJ9q9SivVxGPCOoz7yiRz2G3ltBCVmZ8yZcsM/s1600/Praktikum+Metode+Riset+Bisnis+Lengkap.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjadyxRVuYzccaH7luLcHiNrtp8mRr7RuaqhK1z8RQdHXblsyKsxqBCmUGQTK4RZg7WxqUltO3eCDqhhfYcpJ0V2zi8M9p3ddZwJIv9rBdBJ9q9SivVxGPCOoz7yiRz2G3ltBCVmZ8yZcsM/s1600/Praktikum+Metode+Riset+Bisnis+Lengkap.jpg" height="223" width="320" /></a></div>
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<span style="font-family: "Trebuchet MS",sans-serif; font-size: small;">Alhamdulillah, dengan memanjatkan puji dan syukur kami kepada Allah Swt., akhirnya buku sederhana dan praktis ini dapat terbit. Buku dengan judul Praktikum Metode Riset Bisnis ini lahir di tengah begitu besarnya minat dan kebutuhan penelitian baik di kalangan pelajar, mahasiswa, akademisi maupun para praktisi bisnis. Di dalam dunia kampus, kami melihat banyak mata kuliah yang terkait dengan riset, seperti Metode Riset Bisnis, Riset Pemasaran, SDM, Keuangan,Akuntansi, Ekonomika Sosial, Kebijakan Publik, dan lain-lain, tetapi dengan buku teks (textbook) yang kesannya “tebal dan berat”. Buku teks ini memang kaya dengan teori dan metodologi, namun begitu mahasiswa terjun dalam kegiatan penelitian banyak yang mengalami kebingungan. Bagaimana merancang kuesioner? Bagaimana melakukan survei online? Bagaimana mengolah data dengan perangkat lunak (software) statistik? Bagaimana menguji validitas dan reliabilitas alat ukur? Bagaimana menguji data penelitian? Bagaimana menerjemahkan model penelitian dalam pengolahan data statistiknya? Merupakan beberapa contoh kebingungan tersebut. Tidak saja bagi para mahasiswa, para dosen yang ingin membimbing skripsi, tesis, dan melakukan riset (individu, hibah penelitian, penulisan jurnal atau proyek riset) tidak jarang yang masih mengalami kondisi ini.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif; font-size: small;"><span id="transmark"></span>Buku ini, kami susun untuk menjawab “how to do” dalam membantu perkuliahan metode riset, baik untuk jenjang sarjana maupun pascasarjana. Sementara itu, dikalangan praktisi, kami melihat kesadaran yang cukup tinggi dalam hal riset bisnis, mereka memiliki banyak data, tetapi bingung untuk mengolahnya sehingga menjadi informasi yang berguna bagi pengambilan keputusan bisnis. Topik seperti preferensi konsumen atas produk baru, profil pelanggan, kepuasan dan loyalitas pelanggan, segmentasi pasar, positioning produk, kualitas pelayanan/jasa, efektivitas promosi, strategi harga, distribusi, tenaga penjualan, dan lain-lain adalah beberapa contohnya. Mereka (praktisi) dituntut cepat dalam pengolahan dan penyajian informasi, sehingga membutuhkan teknologi dan teknik pengolahan data yang praktis dan sederhana. Oleh karena itu, buku ini hadir mencoba memberikan solusinya.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif; font-size: small;">Guna menjawab kebutuhan tersebut, buku Praktikum Metode Riset Bisnis ini kami susun dalam 15 bab. Dimulai dengan pembahasan mengenai aplikasi riset bisnis dalam pemasaran (Bab 1), bagaimana merancang kuesioner dan melakukan survei online (Bab 2), skala pengukuran dalam riset (Bab 3), dan bagaimana menguji validitas dan reliabilitas instrumen penelitian (Bab 4). Selanjutnya akan dibahas bagaimana melakukan penentuan sampel (Bab 5). Dilanjutkan dengan analisis data, yakni bagaimana melakukan analisis statistik deskriptif (Bab 6), uji korelasi dan asosiasi (Bab 7), uji beda mean—t-test (Bab 8), dan uji asumsi klasik (Bab 9). Kemudian masuk topik analisis statistik multivariat, yakni analisis regresi linier (Bab 10), analisis faktor (Bab 11), analisis diskriminan (Bab 12), dan analisis structural equation model—SEM (Bab 13). Hemat—pendapat kami 13 bab ini cukup sebagai bahan perkuliahan selama satu semester dan untuk menjawab kebutuhan-kebutuhan penelitian. Namun, dalam buku ini kami memberikan “bonus” dua bab lagi, yakni analisis important-performance analysis—IPA (Bab 14) dan analisis time series (Bab 15).</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif; font-size: small;">Akhir kata, kami mengucapkan banyak terima kasih kepada rekan-rekan mahasiswa, pengajar, peneliti, dan praktisi bisnis yang telah mendorong penulis dalam menyelesaikan buku ini. Tak lupa juga kami ucapkan terima kasih kepada Penerbit Salemba Empat atas dukungan dan kerja samanya yang baik selama ini. Kami menyadari edisi pertama ini masih jauh dari sempurna, untuk itu dengan rendah hati kami menanti masukan dari rekan-rekan dan para pembaca. Selamat membaca dan mempraktikkan buku sederhana ini, semoga bermanfaat.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif; font-size: small;"><span id="transmark">Rambat Lupiyoadi dan</span></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif; font-size: small;"><span id="transmark">Ridho Bramulya Ikhsan </span></span></div>
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<br />Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com0tag:blogger.com,1999:blog-2022514370149705624.post-10003631864226824362012-08-27T01:48:00.000+07:002015-01-09T04:44:23.111+07:00Sharing Not Saving<!--[if gte mso 9]><xml>
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<br />
<div class="separator" style="clear: both; text-align: center;">
<span id="transmark"></span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif; line-height: 150%; text-align: justify; text-indent: 1cm;">
<span style="font-size: small;"><span style="line-height: 150%;">Pakar ilmu ekonomi
JM. Keynes, mengatakan bahwa “Pengeluaran seseorang untuk konsumsi dan tabungan
dipengaruhi oleh pendapatannya. Semakin besar pendapatan seseorang maka akan
semakin banyak tingkat konsumsinya, dan tingkat tabungannya akan semakin
bertambah. Sebaliknya apabila tingkat pendapatan seseorang semakin kecil, maka
seluruh pendapatannya digunakan untuk konsumsi sehingga tingkat tabungannya
nol.”</span></span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif; line-height: 150%; text-align: justify; text-indent: 1cm;">
<span style="font-size: small;">Jika kita perhatikan konsep yang dikemukakan oleh Keynes, memang ada
betulnya jika kita memiliki pendapatan tinggi, kecenderungan kita akan
mengkonsumsi barang dan jasa lebih banyak (bervariasi) dan tabungan di bank pun
semakin bertambah. Namun, apakah dengan memiliki banyak tabungan di bank dan
mengkonsumsi barang dan jasa yang lebih akan membawa sesuatu kebahagiaan untuk
kita? Jawabannya sangat bergantung pada individu masing-masing.</span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif; line-height: 150%; text-align: justify; text-indent: 1cm;">
<span style="font-size: small;">Saya bukan ingin mengkritik apa yang dikatakan oleh Keynes tentang pendapatan
= konsumsi + tabungan, tetapi hanya ingin mereview kembali pendapat Beliau agar
memiliki satu perubahan dalam hidup. Leonard Nimoy seorang actor, penyair,
fotografer dan sutradara film. Ia paling dikenal pada tokoh Mr. Spock pada film
seri dan layar lebar Star Trek pernah mengatakan: “semakin kita berbagi,
semakin banyak yang kita milki”. Jika kita simak pendapat Keynes dan Leonard
Nimoy ada satu yang perlu kita perhatikan yaitu pada sisi Saving dan Sharing. Inilah
apa yang akan saya bahas.</span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif; line-height: 150%; text-align: justify; text-indent: 1cm;">
<span style="font-size: small;">Banyak orang yang bilang, bekerja adalah untuk mendapatkan uang dan
apabila uang sudah didapat, maka uang tersebut harus disimpan untuk masa depan
melalui berbagai cara seperti deposito, asuransi dan investasi. Artinya orang
bekerja untuk mendapatkan uang lalu disimpan. Seiring dengan perubahan zaman
dan perkembangan ilmu pengetahuan, lambat laun konsep itu mulai ditinggalkan
oleh orang-orang yang berfikir kreatif, sehingga mereka berfikir bukan lagi
untuk memperbanyak Saving tetapi memperbanyak Sharing. Sebagai contoh: seorang
kandidat walikota X melakukan kampanye dengan janji politik yaitu apabila
dirinya terpilih, maka akan memberi toko gratis kepada semua pedagang kaki
lima. Tentunya dengan syarat bahwa semua pedagang kaki lima tersebut harus
mengikuti training tentang tata cara menjual dan melayani pembeli. Ternyata,
setelah terpilih, janjinya betul-betul ditetapi. Semua pedagang kaki lima
diberikan toko sehingga pasar tampak lebih rapih. Coba kita berfikir, berapa
dana yang dikeluarkan oleh walikota terpilih untuk memberikan toko gratis
kepada pedagang kaki lima? Tentunya sangat besar. Apa yang diperoleh dari hasil
memberi toko secara gratis kepada pedagang dengan memberikan training? Dalam waktu
1 tahun, taraf hidup mereka meningkat dan mampu menambah jumlah toko. Hal ini
sangat berdampak pada kemajuan daerah tersebut, minimal jumlah pengangguran
berkurang karena toko perlu pegawai, pendapatan semakin meningkat, pajak
retribusi meningkat dan lain-lain. Tentunya keberhasilan ini memberikan
sumbangan positif terhadap peningkatan PAD.</span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif; line-height: 150%; text-align: justify; text-indent: 1cm;">
<span style="font-size: small;"><span style="background: none repeat scroll 0% 0% white; line-height: 150%;">Contoh lain, saat IBM melakukan akuisisi
Diligent Technologies, sebuah perusahaan swasta yang bergerak di bidang
teknologi penyimpanan de-duplikasi. Lewat akuisisi ini, teknologi dan pegawai
Diligent Technologies akan menjadi bagian dari unit bisnis IBM System Storage,
IBM Systems and Technology Group. Apa yang dilakukan IBM adalah satu strategi
Sharing meski harus mengeluarkan dana yang cukup besar tetapi benefitnya IBM
mendapatkan teknologi dan pegawai Diligent Technologies sehingga meningkatkan
kinerja IBM di setiap lini.</span></span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif; line-height: 150%; text-align: justify; text-indent: 1cm;">
<span style="font-size: small;"><span style="background: none repeat scroll 0% 0% white; line-height: 150%;">Dua contoh di atas memang sangat berbeda,
tetapi satu tujuan yaitu ingin meningkatkan kinerja. Walikota ingin
meningkatkan kinerja pemerintahan, agar kelak dapat terpilih kembali sedangkan
IBM ingin meningkatkan kinerja perusahaan. Tinggal bagaimana kita menyikapi
makna Sharing. </span><span style="line-height: 150%;"></span></span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif; line-height: 150%; text-align: justify; text-indent: 1cm;">
<span style="font-size: small;">Nah, dari konsep Sharing inilah mungkin asal mulai konsep CSR (Corporate
Social Responsibility) muncul yang kalo diartikan sebagai tanggung jawab
perusahaan kepada kegiatan sosial. Saat ini banyak perusahaan yang menginvestasikan
dananya dalam bentuk kegiatan social, meski tujuannya seringkali disalah
artikan untuk pencitraan tetapi sisi baiknya adalah perusahaan lebih memikirkan
masyarakat banyak. Dahulu pada era marketing 1.0, (intelektual) semakin besar
promosi maka semakin besar pendapatan. Artinya, semakin perusahaan mengeluarkan
banyak dana untuk kegiatan promosi, maka akan mendatangkan laba lebih besar
(high budget, high profit), lalu berkembang ke konsep marketing 2.0 (emosional)
yaitu promosi sedikit, pendapat tinggi (low budget, high profit), kemudian
terakhir marketing 3.0 (spiritual/ human spirit) yaitu era menyentuh hati
manusia.<span style="line-height: 200%;"> </span></span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif; line-height: 150%; text-align: justify; text-indent: 1cm;">
<span style="font-size: small;"><span style="line-height: 200%;">Disinilah kita bisa
pahami makna Sharing not Saving sebagai salah satu strategi untuk melakukan
perubahan. Bayangkan jika perusahaan, pemerintah, sampai individu gencar
melakukan saving not sharing, apa jadinya?</span></span></div>
Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com0tag:blogger.com,1999:blog-2022514370149705624.post-60990098183775086062012-08-04T00:30:00.004+07:002015-01-09T04:47:51.760+07:00Ouput Matrik Importance Performance Analysis<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjHbfnBJzgJNNG2gGMsIe3y03A5auEkOUeHbv6O4NVA6ANIh4PTKs1Bn5s7HagNLTKhLNsMakK9Dghu82_3QOch6BVhQO4YuwoVq2J4i7U97XmctUC8D7d1k1LCms2TVgBOLomFBIJbsKW/s1600/IPA.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjHbfnBJzgJNNG2gGMsIe3y03A5auEkOUeHbv6O4NVA6ANIh4PTKs1Bn5s7HagNLTKhLNsMakK9Dghu82_3QOch6BVhQO4YuwoVq2J4i7U97XmctUC8D7d1k1LCms2TVgBOLomFBIJbsKW/s1600/IPA.jpg" height="252" width="320" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div style="text-align: justify;">
melanjutkan tulisan saya mengenai cara membuat matrik IPA dengan SPSS, maka saya lampirkan output SPSS dari data yang pernah saya olah. </div>
<div style="text-align: justify;">
Gambar di atas adalah contoh output SPSS untuk analisis Importance Performance Analysis.</div>
<br />Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com4tag:blogger.com,1999:blog-2022514370149705624.post-7006317384027842642012-05-17T10:49:00.001+07:002012-05-17T10:49:09.119+07:00Intel Corporation Branding an Ingredient<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">Tulisan ini merupakan hasil analisis saya mengenai </span><span style="font-family: "Trebuchet MS",sans-serif;">Intel Corporation-Branding An Ingredient waktu ambil kuliah Brand Marketing and Communication di Universitas Mercu Buana Jakarta.</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">Dosen : <br />Dra. Krisnati Desiana, Lic Comm </span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">Soal</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">1. Jelaskan beberapa hal yang berkaitan dengan Brand Red Bull :</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">a. Breadth and Depth Awareness</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">b. Target Market</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">c. Positioning Statement and Tagline</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">d. Point of parity and point of difference dibandingkan isotonic Drink</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">2. Jelaskan “Source of Brand Equity” dari Red Bull! Menurut Anda, apakah “Source of Brand Equity” tersebut berbeda untuk setiap Negara yang dimasuki oleh Red Bull? Jelaskan jawaban Anda</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">3. Jelaskan Marketing Program yang dilakukan oleh Red Bull untuk membangun Brand Equity:</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">a. Product</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">b. Pricing</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">c. Placement</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">d. Promotion</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">4. Pada saat memasuki pasar United Kingdom (UK) di tahun 1995, strategi marketing yang dilakukan oleh Red Bull tidak berhasil seperti yang diharapkan. Analisa, mengapa strategi marketing yang dilakukan Red Bull di UK tersebut tidak berhasil ?</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Jawab</span></div>
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<b><span style="font-family: "Trebuchet MS",sans-serif;">1a. Breadth and Depth Awareness Brand Red Bull</span></b></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Kesadaran (Awareness) menggambarkan keberadaan merek di dalam pikiran konsumen yang dapat menjadi penentu dalam beberapa kategori dan biasanya mempunyai peranan kunci dalam brand equity. Meningkatkan kesadaran adalah suatu mekanisme untuk memperluas pasar merek. Kesadaran juga mempengaruhi persepsi dan tingkah laku. Kesadaran merek merupakan key of brand asset atau kunci pembuka untuk masuk ke elemen lainnya. Jadi jika kesadaran itu sangat rendah maka hampir dipastikan bahwa ekuitas mereknya juga rendah.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Brand Recognition dan Brand Recall merupakan dua elemen yang penting untuk membangun kekuatan dan asosiasi merek. Brand Recognition yang dilakukan Red Bull yaitu membuat slogan Red Bull gives you wiiings” sedangka brand recall Red Bull yaitu membuat logo 2 ekor lembu jantan dengan mata yang saling berhadapan dan matahari kuning. Logo tersebut mengkomunikasikan manfaat dari produk : Minuman Energi. </span></div>
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<b><span style="font-family: "Trebuchet MS",sans-serif;">1b. Target Market Red Bull</span></b></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Red Bull yang berasal dari Austria mendistibusikan minuman energi ke lebih dua puluh negara seperti Negara-negara di Amerika Serikat, Selandia Baru, Afrika Selatan, Timur dan Eropa Barat. Secara umum, Red Bull tidak membuat spesifikasi target pasar berdasarkan segmen demografi atau psikologis, perusahaan berusaha untuk mencapai konsumen berdasarkan kebutuhan mereka terhadap minum perangsang (minuman energy).</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Norbert Kraihhamer menyatakan bahwa “kita punya 2 dimensi dalam penentuan konsumen, orang yang bekerja secara mental dan orang-orang yang fisiknya lemah atau kedua konsumen itu”. Kategori itu terdapat pada konsumen pelajar, supir, clubbers, karyawan dan atlit. Dengan tidak menentukan target konsumen, Red Bull memastikan bahwa itu bisa menjadi satu peluang diberbagai segmen pasar.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Dampaknya, Red Bull berhasil mencapai penetrasi pasar tertinggi untuk usia 14 – 19 tahun, diikuti dengan usia 20 – 29 tahun karena usia 18 sampai 19 tahun selalu meminum Red Bull di nightclub (Clubbers), para atlit, supir dan para karyawan meminum Red Bull di setiap rapat atau pertemuan.</span></div>
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<b><span style="font-family: "Trebuchet MS",sans-serif;">1c. Positioning statement and tagline</span></b></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Positioning statement brand Red Bull dinyatakan sebagai “Red Bull menghidupkan kembali tubuh dan pikiran”. Dari pernyataan ini, Mateschitz ingin menyampaikan bahwa Red Bull mudah diminum dan memiliki manfaat nyata untuk kesehatan badan. Selain itu, Mateschitz menyatakan bahwa Red Bull dapat diminum oleh konsumen kapan saja, baik itu pagi atau malam. Cara ini akan membuat konsumen Red Bull tidak terbatas pada berbagai acara-acara tertentu dan aktivitas apabila ingin meminum Red Bull, tidak seperti pesaing minuman energi lainnya yang memposisikan produknya hanya pada berbagai aktivitas saja.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Tagline Red Bull adalah “Red Bull gives you wiiings” yang langsung memposisikan pada minuman energi yang menghidupkan kembali tubuh dan pikiran.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Tagline tersebut efektif karena Red Bull dikomunikasikan dengan jelas manfaat hasil produk tanpa menjanjikan fisiologis tertentu. Pesan harfiah “Red Bull gives you wiiings” telihat berlebihan, tapi apabila dilihat secara kiasan, pesan “Red Bull gives you wiiings” adalah pintar dan bisa dipercaya. Dengan membuat animasi di televisi, Red Bull mendefinisikan kelompok sasaran tertentu yaitu orang dengan selera humor dan tidak peduli usia, akan mampu menghargai iklan tersebut. Hal ini memungkinkan perusahaan untuk menetapkan sebagai basis konsumen yang luas. </span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><b>1d. Point of parity and point of difference dibandingkan isotonic Drink</b></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Poin-poin yang membedakan Red Bull dengan Isitonic Drink adalah:</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Benefit Red Bull Isotonics<br />Competition (pertandingan) OK OK<br />Sport (Olah raga) OK OK<br />Leisure Activity (Setiap kegiatan) OK OK<br />Coffee Substitute (pengganti kopi) OK<br />Hangover Cure (Menyembuhkan setelah mabuk OK<br />Stay Awake (tetap terjaga) OK<br />Meeting (pertemuan) OK<br />Physical Labor (menjaga fisik tenaga kerja) OK OK<br />Driving (Pengendara/supir) OK<br />Studying (pelajar) OK<br />Cocktail (Campuran minuman keras) OK<br />Dancing/Partying (Penari/Pesta) OK</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Berdasarkan tabel di atas, telihat bahwa Red Bull memiliki perbedaan yang sangat signifikan dengan produk Isotonik, dimana Isotonik hanya dikonsumsi untuk berbagai pertandingan olahraga, berbagai kegiatan dan untuk menjaga fisik tenaga kerja. Dengan kata lain, Isotonik hanya memfokuskan pada konsumen yang ingin menjaga kondisi tubuh saat beraktivitas.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Berbeda dengan Red Bull, Red Bull dapat dikonsumsi untuk semua aktivitas dan memberikan manfaat yang lebih seperti menyembuhkan konsumen yang mabuk setalah party, sebagai pencampur minuman keras, sebagai pengganti kopi. Selain itu, Red Bull tidak mengenal usia konsumennya.</span></div>
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<b><span style="font-family: "Trebuchet MS",sans-serif;">2. Source of Brand Equity dari Red Bull terdiri dari Brand Awareness and Brand Image. </span></b></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Untuk meningkatkan brand awareness, Red Bull menciptakan logo 2 ekor lembu jantan dengan mata yang saling berhadapan dan matahari kuning. Logo tersebut mengkomunikasikan manfaat dari produk : Minuman Energi. Selain itu, kemasan produk juga bagian penting dari branding, dimana Red Bull menciptakan kemasan untuk produk yang keterlibatannya rendah. Dalam merubah kemasan produk, Red Bull sangat berhati-hati karena di Jerman, Red Bull merubah kemasan lebih ramping dan mengakibatkan penurunan drastis dari penjualan Red Bull.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Brand Image, untuk meningkatkan citra merek, Red Bull menciptakan slogan yang efektif yaitu : “Red Bull gives you wiiings.”. Red Bull menggunakan sedikit iklan untuk slogannya, namun ketika diuji konsistensinya dengan menggunakan animasi pendek, konsumen menyatakan : “Red Bull gives you wiiings.”</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Apakah “Sources of brand equity” tersebut berbeda untuk setiap negara yang dimasuki oleh Red Bull?</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Dalam membangun ekuitas merek pada setiap negara yang dimasuki Red Bull, menurut saya adalah sama karena sumber-sumber ekuitas mereka tidak lagi tergantung pada geografis. Hal ini terbukti bahwa perubahan startegi Red Bull untuk setiap negara yang dimasuki tidak didasarkan pada konteks geografis atau kontra budaya.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Resiko utama yang akan terjadi bila mengubah pesan pemasaran berdasarkan konteks geografis, akan menghilangkan konsistensi dari iklan itu sendiri yang akhirnya akan melemahkan kesadaran merek Red Bull di mata konsumen.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Hal ini terbukti saat Red Bull masuk ke pasar Inggris dengan melakukan perubahan pesan pemasaran, Red Bull tidak mampu membangkitkan kesadaran merek untuk kategori minuman energi karena tidak mampu bersaing dengan minuman energi LACO yang sudah dahulu melekat di benak konsumen.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Yang mungkin dilakukan oleh Red Bull apabila masuk ke negara-negara lain dalam menciptakan ekuitas mereka adalah memperluas segmen pasar berdasarkan usia karena terbukti Red Bull dikategorikan sebagai penjeruk pasar pada negara yang telah memiliki produk minuman energi.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><b>3. Program marketing yang dilakukan oleh Red Bull untuk membangun brand equity:</b></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;">a. Product</span><br />
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<span style="font-family: "Trebuchet MS",sans-serif;">Red Bull tidak menerapkan startegi produk karena dimata konsumen, produk Red Bull adalah baik. Ini terbukti 60% masyarakat Jerman dengan usia di bawah 30 tahun sangat mengenai Red Bull tanpa bantuan apapun.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">b. Pricing</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Dari awal, Red Bull menetapkan strategi harga premium. Mateschitz beralasan bahwa konsumen akan cenderung tidak percaya pada Red Bull yang mampu meningkatkan energi seperti minuman cola tradisional. Dengan menetapkan harga premium, Red Bull bisa memperkuat posisi energi dan juga saham sebuah wilayah yang unik di pasar minuman. Di setiap pasar, Red Bull menetapkan harga paling mahal minimal 10 persen lebih besar daripada pesaing dalam rangka mempertahankan positioning "kelas terbaik". Kraihamer menjelaskan alasan tersebut:</span></div>
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<i><span style="font-family: "Trebuchet MS",sans-serif;">"Kami jauh lebih mahal dari cola. Ini adalah OK karena kita adalah efisiensi produk, sehingga kami dapat mengisi pada harga premium, yang merupakan rahasia keberhasilannya. . . . Karena menghormati untuk merek harga premium. . . kita dapat mengisi apa yang adil untuk kepentingan"</span></i></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">c. Placement</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Red Bull dikategorikan sebagai produk minuman yang memberikan manfaat sehingga konsumen hanya melakukan pembelian satu kali, sehingga konsumen tidak perlu mencari Red Bull di Supermarket, melainkan konsumen juga bisa mendapatkan Red Bull di pom bensin, atau pengecer-pengecer toko kecil.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">d. Promotion</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Disinilah kunci letak keberhasil Red Bull dalam meningkatkan ekuitas brand. Berbeda dengan Teori Bauran Pemasaran berdasarkan 4P, Red Bull diperkenalkan sendiri strategi Bauran Pemasaran yang terdiri dari 3 pilar kategori yaitu media iklan, olahraga – sponsor acara dan sampling.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">1) Media Advertising</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Red Bull menggunakan media iklan seperti televisi, bioskop, radio, dan internet. Dengan kata lain perusahaan memfokuskan pada media yang sering digunakan oleh kaum muda sebagai target market.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Oleh karena itu Red Bull beriklan dalam acara TV seperti T.F.I dan di majalah seperti Time Out dan majalah kesehatan pria. Iklan Red Bull di saluran media yang berbeda sangat sukses. Red Bull memungkinkan konsumen untuk menafsirkan produk saat menggunakan produk. Red Bull mencapai ini dengan kampanye kartun lucu dan cerdas, mentransfer pesan minuman energi yang membantu Anda untuk melarikan diri dengan “memberi Anda sayap”. Ide berkomunikasi dengan konsumen dalam bentuk kartun yang sederhana telah mendapat keuntungan bahwa pesan mudah dimengerti. Orang-orang tidak hanya menikmati kampanye Red Bull, tapi ingat dengan Red Bull yang merupakan karakteristik paling penting untuk suksesnya kampanye</span>.</div>
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<span style="font-family: "Trebuchet MS",sans-serif;">2) Sports-and Event-Sponsoring</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Perusahaan menerapkan strategi sponsor dalam bauran pemasarannya. Sponsor mendukung citra, kredibilitas dan visibilitas produk</span>. <span style="font-family: "Trebuchet MS",sans-serif;">Di satu sisi Red Bull ikut mensponsori olah raga ekstrim sebagai target pasanya yaitu atlit seperti seperti panjat tebing, terbang laying, dan balap motor atau olahraga yang menyenangkan, di mana Red Bull butuhkan oleh para atlit.</span></div>
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Strategi ini memberikan kontribusi bagi Red Bull yang memunculkan merek (logo dan stiker), sehingga target pasar produk lebih tepat untuk didefinisikan oleh konsumen.</div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Red Bull tidak mensponsori acara. Perusahaan lebih menciptakan kegiatan sendiri (yaitu Red Bull Akademi Musik) dimana seluruh kegiatan dipromosikan oleh Red Bull atau mereka mempromosikan kegiatan lainnya (yaitu Speed Ski World Championship).</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Akhinya, kegiatan sponsor menarik perhatian orang terhadap produk dan menghubungkan mereka dengan produk.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">3) Sampling</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Sampling merupakan bagian lain yang sangat penting dari tiga pilar sistem bauran pemasaran Red Bull. Metode yang digunakan adalah yang sudah teruji dan terbukti di pasar lain. Tujuan utama Red Bull untuk memberi energi sampel pada perusahaan di tempat yang tepat dan pada waktu yang tepat, di mana ia menemukan target pasarnya.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Contoh penggunaan pada pengemudi, pelajar, bekerja shift malam dan atlit. Red <br />Bull adalah mengikuti aturan-aturan dasar sampling yang terdiri dari:<br />a) Tidak pernah memaksakan produk<br />b) Selalu menjelaskan manfaat produk<br />c) Isi minum selalu penuh (250 ml)<br />d) Harus selalu dingin<br />e) Selalu berhati-hati tentang siapa konsumen dalam pengambilan sampel produk </span></div>
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<b><span style="font-family: "Trebuchet MS",sans-serif;">4. Pada saat memasuki pasar UK tahun 1995, strategi marketing yang dilakukan Red Bull </span><span style="font-family: "Trebuchet MS",sans-serif;">tidak berhasil seperti yang diharapkan. Analisa!</span></b></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-family: "Trebuchet MS",sans-serif;">Red Bull melakukan berbagai variasi strategi ketika memasuki pasar di Inggris pada tahun 1995. Red Bull percaya bahwa terdapat perbedaan pasar di Austria dengan pasar di Inggris, sehingga tim manajemen Red Bull di Inggris mengubah formula pemasaran dengan tiga cara yang dianggap signifikan yaitu:</span> </span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">a. Red Bull dipasarkan sebagai minuman olah raga dan tidak memiliki stimulus</span></div>
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b. Tidak mengandalkan promosi mulut ke mulut, melainkan memilih untuk menjual produk ke saluran distribusi terbesar</div>
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c. Menciptakan iklan baru dan focus pada iklan reklame daripada iklan di media elektonik</div>
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Red Bull dianggap gagal ketika masuk Inggris setelah kehilangan lebih dari $10 Juta selama 18 bulan pertama di pasar. Hal ini disebabkan karena di Inggris telah memiliki minuman olahraga bernama Lucozade yang telah dulu berada di pasar Inggris selama beberapa decade.</div>
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Konsumen sangat akrab dengan kategori minuman olahraga, namun Red Bull tidak mampu memenuhi harapan masyarakat Inggris tentang apa minuman olahraga yang seharusnya. Biasanya, Red Bull sendiri berusaha membuat kategori baru ketika memasuki pasar baru, sehingga ketika masuk ke Inggris, Managing Director Harry Drnec mengambil alih pada tahun 1996, dan ia mereposisi Red Bull sebagai minuman stimulasi, dengan mengubah kata "energi" ke "stimulas " sehingga membentuk kategori baru.</div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Kesalahan strategis kedua di pasar Inggris adalah keberangkatan dari strategi promosi mulut ke mulut yang didorong popularitas Red Bull di pasar lain. Manajemen Red Bull di Inggris melewatkan semua langkah awal dan mulai dengan menjual Red Bull di supermarket terbesar dan toko tradisional. Kata Norbert Kraihamer, "Tim di Inggris dimulai dari ujung yang salah, dalam rantai besar berharap konsumen akan mengambil Red Bull dari rak. Tapi mereka salah, mereka benar-benar salah paham cara membuat basis konsumen." Sebagai tanggapan, Drnec dan tim manajemen barunya mengejar pasar tradisional dengan menerapkan strategi dari mulut ke mulut. </span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Akhirnya, manajer Red Bull yang berkewarganegaraan Inggris lebih memilih konsep periklanan untuk memenuhi kebutuhan pasar. Mereka menggunakan slogan "Jangan pernah meremehkan apa yang bisa Red Bull lakukan untuk Anda" yang tidak menjelaskan posisi Red Bull. Sebaliknya, "memberi Anda sayap" merupakan slogan yang dikomunikasikan Red Bull sebagai posisi minuman stimulasi dan mampu diterjemahkan secara efektif ke pasar apapun. Tim di Inggris juga memfokuskan pada pengeluaran iklan untuk billboard yang tidak efektif dan lebih memanfaat media elektronik. </span></div>
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Ok, nanti dilanjutkan lagi posting hasil studi kasus yang pernah saya buat...ada tamu.</div>Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com0tag:blogger.com,1999:blog-2022514370149705624.post-26637776918668329872012-05-17T10:07:00.001+07:002012-05-17T10:07:08.721+07:00STUDI KASUS : TELKOMSEL<div style="font-family: "Trebuchet MS",sans-serif; text-align: center;">
UNIVERSITAS MERCU BUANA<br />PROGRAM PASCASARJANA<br />PROGRAM STUDI MAGISTER MANAJEMEN<br />UJIAN TENGAH SEMESTER GENAP TAHUN AKADEMIK 2009/2010<br />DOSEN : MUCHSIN SAGGAFF SHIHAB, M.B.A, Ph.D</div>
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1. Siapakah target pasar TELKOMSEL? Bagaimana TELKOMSEL dapat menarik pembelian ulang? Analisis berdasarkan konsep attitude?</div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Konsep attitude memiliki 3 komponen utama yaitu: kognitif, afektif dan konatif. </span><br style="font-family: "Trebuchet MS",sans-serif;" /><span style="font-family: "Trebuchet MS",sans-serif;">Kognisi seseorang yaitu pengetahuan dan persepsi yang diperoleh berdasarkan kombinasi pengalaman langsung dengan objek sikap dan informasi yang berkaitan dari berbagai sumber. Pengetahuan ini dan persepsi yang ditimbulkannya biasanya mengambil bentuk kepercayaan, yaitu kepercayaan konsumen bahwa objek sikap mempunyai berbagai sifat bahwa perilaku tertentu akan menimbulkan hasil-hasil tertentu.</span></div>
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<a name='more'></a>Afektif merupakan emosi atau perasaan konsumen mengenai produk atau merek tertentu. <br />Emosi dan perasaan ini sering dianggap oleh para peneliti konsumen sangat evaluative sifatnya, yaitu mencakup penilaian seseorang terhadap objek sikap secara langsung dan menyeluruh (atau sampai di mana seseorang menilai objek sikap “menyenangkan” atau “tidak menyenangkan”, “bagus” atau “jelek”. Riset menunjukkan bahwa keadaan emosional ini dapat meningkatkan atau memperkuat pengalaman positif maupun negative dan bahwa ingatan tentang pengalaman tersebut dapat mempengaruhi oleh keadaan emosionalnya pada waktu itu. <br />
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<span style="font-family: "Trebuchet MS",sans-serif;">Konatif berhubungan dengan kemungkinan atau kecenderungan bahwa individu akan melakukan tindakan khusus atau berperilaku dengan cara tertentu terhadap objek sikap tertentu. Menurut beberapa penafsiran, komponen konatif mungkin mencakup perilaku sesungguhnya itu sendiri.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Dalam riset pemasaran dan konsumen, komponen konatif sering dianggap sebagai pernyataan maksud konsumen untuk membeli. Skala maksud pembelian digunakan untuk menilai kemungkinan konsumen untuk membeli suatu produk atau berperilaku menurut cara tertentu.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Ketiga komponen tersebut berada dalam suatu hubungan yang konsisten. Sebelum suka atau<br />tidak suka (komponen afektif) terhadap suatu obyek, tentu seseorang harus tahu dan yakin<br />lebih dahulu (komponen kognitif). Seseorang membeli suatu produk (komponen konatif), tentu karena suka (komponen afektif), kecuali dalam keadaan terpaksa. Pandangan seperti<br />tersebut di atas dinamakan sebagai pandangan tradisional.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Teori paling baru menganggap bahwa sikap memiliki sifat multidimensi, bukan unidimensi seperti pada pengertian-pengertian di atas. Pendekatannya juga bersifat multiatribut. Artinya, sikap terhadap suatu obyek sikap didasarkan pada penilaian seseorang terhadap atribut-atribut yang berkaitan dengan obyek sikap tersebut. Penilaian yang dimaksud menyangkut dua hal:</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">a. Keyakinan (belief) bahwa suatu obyek memiliki atribut tertentu</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">b. Evaluasi terhadap atribut-atribut</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Teori terbaru ini memiliki kelebihan, dimana pembentukan sikap lebih melibatkan berbagai atribut, sehingga pemasar dapat menelusuri atribut apa yang menyebabkan konsumen bersikap posistif ataupun negatif terhadap suatu produk dan juga dalam hal melalui atribut apa pemasar dapat mengubah atau membentuk sikap konsumen. Berdasarkan pengalaman, sikap yang dihasilkan melalui pendekatan pendekatan multiatribut juga lebih mendekati perilaku konsumen.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Seiring dengan berjalannya waktu, layanan kartu Prabayar yang sebelumnya hanya menjangkau kelas sosial menegah ke atas, sejak tahun 2004 mulai menjangkau kalangan masyarakat menengah ke bawah (lower-medium market) yang dipercaya merupakan pasar yang menjanjikan dan menguntungkan. Hal tersebut dapat diamati dari kegiatan berbagai operator seluler saat ini yang semakin sibuk mengobral produk baru dengan tawaran tarif yang menarik untuk merebut segmen konsumen kelas menengah ke bawah (lower-medium market). Seperti yang dilakukan oleh operator selular terkemuka di Indonesia yakni TELKOMSEL yang memulai dan menerapkan strategi pemasaran tersebut. Bila dulu layanan seluler hanya ditujukan untuk konsumen kelas eksekutif, awal tahun 2004 operator selular mulai menyadari bahwa pasar seluler telah terbagi menjadi tiga segmen yaitu segmen premium, segmen medium, dan segmen lower. Telkomsel memulai perburuannya ke segmen lower dengan meluncurkan Kartu As pada akhir Mei tahun 2004. TELKOMSEL tentu punya alasan masing-masing saat memutuskan untuk masuk ke segmen pasar seluler kelas bawah. Bagi TELKOMSEL peluncuran produk Kartu As merupakan upaya operator selular itu untuk menyediakan alternatif produk yang sesuai dengan tuntutan pasar, Kartu as merupakan alternatif produk yang diharapkan sesuai dengan tuntutan pasar.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Kita ambil contoh analisis adalah pasar pelajar dan mahasiswa, kita perhatikan bahwa pelajar dan mahasiswa adalah pasar yang cukup besar, dan mereka sangat price sensitive, mereka prefer ke operator yang memberikan layanan sms murah, dan telpon murah, sehingga dalam hal ini TELKOMSEL melihat dari pola prilaku pasar ini, dan mereka meng-create produk yang cocok dengan pasar pelajar dan mahasiswa, yaitu Kartu AS, dengan saat ini melakukan proposition Forever Kartu AS, TELKOMSEL memposisikan Kartu As, sebagai kartu yang asyik, affordable, flexible, trendy, lengkap dan kaya akan fitur, dan tentunya mempunyai kualitas yang baik dalam hal networks coverage yang di dukung oleh 27000 BTS TELKOMSEL yang tersebar di seluruh Indonesia.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Untuk mempertahankan customer loyalnya, TELKOMSEL harus terus selalu memberikan pelayanan yang terbaik ke customer-nya, dan tentunya pelayanan di jaringan yang ada saat<br />ini, sehingga walau operator lain menawarkan tarif yang menggiurkan, pelanggan loyal tidak akan switch ke operator lain.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Dengan memilik lebih dari 50 juta pelanggan di Indonesia, TELKOMSEL memilik market yang sangat besar, namun juga competitor mulai melakukan market grabbing dari pelanggan <br />Telkomsel, sehingga apa yang di lakukan saat ini, dengan srategi SOMO yang efektif, yaitu Sight, Media, dan Motion sangat membantu dalam melakukan branding TELKOMSEL ke seluruh user, dan user baru.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Telkomsel mempunyai kekuatan dalam hal funding di Marketing communication nya, karena <br />mereka sampai di daerah pun, bilboard yang berada pada tempat strategis, pasti telah di kuasai oleh mereka, sehingga ketika kita jalan keluar kota, pasti kita lihat Billboard atau sign board TELKOMSEL berada di mana-mana, dan inilah yang menjadi kekuatan TELKOMSEL selain kekutaan di Jaringan yang tidak bisa di tandingin oleh Operator lain di Indonesia.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Ketika pelanggan loyal, maka akan susah bagi operator lain untuk mempengaruhi mereka untuk pindah menggunakan kartu seluler lain. TELKOMSEL selalu memberikan yang terbaik, baik dari pelayanan, jaringan, fitur-fitur yang lengkap, dan tarif yang cukup competitive.</span></div>
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<b><span style="font-family: "Trebuchet MS",sans-serif;">2. Jelaskan apakah TELKOMSEL telah menggunakan konsep (Innovativeness, Dogmatism, Social charcter, Need for Uniqueness, Optimum stimulation level, variety-novelty seeking) seperti yang ada dalam Trait Theory untuk memasarkan produknya</span></b></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Teori sifat (trait theory) merupakan awal penting berpisahnya dari pengukuran kuantitatif yang menjadi ciri khas gerakan pengikut Freud dan noe-Freud. Orientasi teori sifat terutama bersifat kuantitatif atau empiris; teori ini memfokuskan pada pengukuran kepribadian menurut karakteristik psikologis yang khusus, yang disebut sifat. Sifat didefinisikan sebagai “cara yang khas dan relative bertahan lama yang dapat membedakan seorang individu dari individu lain”. Para pakar teori sifat berkepentingan sekali dengan penyusunan tes (atau penilaian) kepribadian yang memungkinkan mereka menunjukkan dengan tepat perbedaan individu berdasarkan sifat-sifat tertentu.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">2a. Innovativeness</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Para pakar pemasaran berusaha mempelajari semua yang dapat mereka pelajari mengenai Innovativeness – yaitu mereka yang cenderung menjadi orang pertama mencoba berbagai produk, jasa atau praktik baru – karena respon pasar para innovator tersebut sering menjadi petunjuk atas factor-faktor yang akhirnya akan menentukan sukses atau gagalnya produk atau jasa baru tersebut.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Berkaitan dengan case, TELKOMSEL selalu berupaya menciptakan inovasi pada setiap produk yang diluncurkan dengan tujuan menggaet para konsumen untuk menjadi orang pertama yang menggunakan inovasi dari TELKOMSEL serta memberikan kepuasan bagi para pengguna. Inovasi yang dikembangkan TELKOMSEL untuk setiap produknya yaitu Akses 3G, Telkomsel Flash, mobile banking, mobile wallet T-Cash, BlackBerry Internet Service, iPhone 3G, nada sambung pribadi dan ribuan konten layanan lainnya, yang kesemua inovasi tersebut merupakan layanan yang memenuhi kebutuhan mobile era lifestyle zaman sekarang.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">2b. Dogmatisme</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Respon konsumen terhadap berbagai produk atau keistimewaan produk yang khas dan belum dikenal (yaitu tingkat dogmatism – perilaku yang terkait dengan kepribadian) merupakan hal yang sangat menarik bagi kebanyakan pemasar, terutama para pemasar berbagai produk berteknologi tinggi. Dogmatisme adalah sebuah sifat kepribadian yang mengukur tingkat kekakuan (versus keterbukaan) yang ditunjukkan individu terhadap hal yang belum dikenal dengan baik dan terhadap informasi yang berlawanan dengan kepercayaan mereka yang sudah mendalam. Orang yang sangat dogmatis menghadapi hal-hal yang tidak lazim secara defensive dan dengan rasa kegelisahan dan rasa ketidakpastian yang besar. Di pihak lain, seorang yang rendah dogmatism-nya dengan mudah akan mempertimbangkan kepercayaan yang tidak lazim atau bertentangan.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Para konsumen yang sangat dogmatis cenderung akan lebih bersedia menerima iklan-iklan berbagai produk atau jasa baru yang berisi himbauan dari tokoh yang diakui dan terkenal. Untuk itu para pemasar menggunakan para seleberity dan pakar dalam iklan produk mereka agar para konsumen yang mungkin mempunyai keenganan (bukan innovator) lebih mudah menerima pesan. Sebaliknya para konsumen yang rendah dogmatisnya tampak lebih menerima berbagai pesan yang menekankan pada perbedaan, manfaat produk, dan berbagai bentuk informasi nyata olainnya mengenai pemakaian produk.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">TELKOMSEL selalu menggunakan selebrity untuk setiap iklan produk di televisi dengan memberikan pesan yang sangat mudah diterima oleh konsumen. Disisi lain, iklan TELKOMSEL juga menggabung dua jenis konsumen yang dogmatism dan tidak dogmatis yaitu menggunakan bintang selebrity dan memberikan pesan bahwa produk yang diiklankan memiliki produk yang bermanfaat dan berbeda dengan produk lain. Seperti dalam Iklan SimpatiMax versi Mengapa Harus Begitu. Di dalam iklan diperlihatkan Hayria Lontoh sedang menelopon sambil membawa alat pemukul (softball batting). Tiba-tiba Hayria Lontoh dengan raut wajah senang dan sambil tertawa, memukul dengan kerasnya sebuah jam weker yang bagus dengan alat pemukul tersebut sehingga hancur. Tak hanya puas dengan sekali pukul lalu mengayunkan kembali pemukul lalu diulang-ulang dengan bengisnya.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Dari iklan tersebut digambarkan bahwa pengguna SimpatiMax tidak perlu memperhitungkan <br />waktu bila sedang menelpon karena tariff yang ditawarkan TELKOMSEL untuk produk SimpatiMax adalah murah. Jelas terlihat bahwa TELKOMSEL menggunakan konsep Dogmatisme.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">3c. Social Character</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Sifat kepribadian yang dikenal sebagai karakter sosial berasal dari riset sosiologis, yang memfokuskan pada indentitas dan penggolongan individu ke dalam “berbagai tipe” sosiobudaya yang berbeda. Seperti yang digunakan dalam psikologi konsumen, karakter sosial adalah sifat kepribadian yang berkisar dari pengarahan diri sendiri ke pengarahan orang lain.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Para konsumen yang diarahkan oleh diri sendiri cenderung menyadarkan pada nilai-nilai atau standar “dalam diri” mereka sendiri dalam menilai berbagai produk baru dan berkemungkinan menjadi konsumen innovator. Sebaliknya para konsumen yang diarahkan oleh orang lain cenderung mencari petunjuk dari orang lain mengenai apa yang “betul” atau yang “salah”; jadi mereka kurang berkemungkinan menjadi konsumen innovator.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Para konsumen yang diarahkan oleh diri sendiri dan oleh orang lain tertarik pada tipe pesan promosi yang berbeda. Orang yang diarahkan oleh diri sendiri kelihatan lebih menyukai iklan yang menekankan sifat-sifat produk dan manfaat pribadi, sedangkan orang yang diarahkan oleh orang lain lebih menyuklai iklan-iklan yang menonjolkan lingkungan masyarakat atau penerimaan masyarakat yang disetujui.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Berkaitan dengan case, TELKOMSEL menggunakan konsep sosial karakter. Ini terlihat dari manfaat yang dirasakan oleh konsumen yang menggunakan produk TELKOMSEL seperti jangkauan yang luas, sinyal kuat, memiliki ragam fitur yang menarik, murah dan terjangkau, banyak memberikan bonus baik ringtone, SMS, Internet dan Telp. Kesadaran akan manfaat yang dirasakan oleh konsumen merupakan salah satu bentuk kesadaran konsumen akan produk baru TELKOMSEL (konsumen innovator). Di sisi lain, konsumen yang mencari informasi dari orang lain merupakan salah satu efek dari konsumen innovator, di mana konsumen innovator menceritakan manfaat yang diterima setelah menggunakan produk TELKOMSEL sehingga dapat mempengaruhi keputusan orang lain untuk menggunakan produk TELKOMSEL. Jadi, peran konsumen innovator sangat signifikan dalam promosi word of month dalam case ini.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">4c. Need for Uniqueness</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Keunikan adalah keinginan untuk memiliki produk yang unik dan memberikan diferensiasi produk dari orang lain. Sebagai contoh, konsumen yang keunikan tinggi adalah konsumen yang cenderung lebih memilih desain produk yang berbeda dengan atribut yang "mendefinisikan pribadi yang berbeda dari anggota kelompok referensi-nya.” Konsumen yang keunikan tinggi lebih tertarik pada produk yang langka dari konsumen yang rendah keunikan, mengerahkan usaha lebih untuk memiliki produk-produk inovatif dan menjadi lebih kemungkinan untuk memilih pilihan yang tidak dipilih oleh orang lain. Keunikan konsumen yang tinggi juga dapat menurunkan konsumsi produk jika itu menjadi biasa. </span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Keunikan individu yang tinggi mungkin tidak mau mempromosikan produk untuk dibeli oleh <br />orang lain dan mengurangi eksklusivitas produk yang digunakan.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Berkaitan dengan case, TELKOMSEL tidak menerapkan konsep Need for Uniqueness, karena pada dasarnya industri telekomunikasi adalah industri yang sedang berkembang saat ini, dimana banyak pemain baru dalam dunia telekomunikasi bergerak, sehingga tidak menimbulkan keunikan lagi dari produk yang dikeluarkan.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">5e. Optimum Stimulator Level</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Beberapa orang tampak lebih menyukai kehidupan yang sederhana, rapi, dan tenang, sedangkan yang lain lebih menyukai lingkungan yang syarat dengan berbagai pengalaman baru, kompleks dan tidak lazim. Riset konsumen telah mempelajari bagaimana kaitan perbedaan antara kebutuhan individu terhadap stimulus tersebut dan perilaku konsumen. Riset telah menemukan bahwa tingkat stimulus optimum berkaitan dengan kesediaan yang lebih besar untuk mengambil resiko, mencoba berbagai produk baru, menjadi inovatif, mencari informasi yang berhubungan dengan pembelian dan menerima fasilitas eceran yang baru daripada tingkat stimulus optimum yang rendah.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Berkaitan dengan case, sebenarnya TELKOMSEL melaksanakan konsep ini lebih pada promosi produk baru, di mana dalam iklan TELKOMSEL berupaya merubah cara pandang calon konsumennya pada realita mahalnya biaya komunikasi, sehingga TELKOMSEL mencoba untuk memberi tantangan baru bagi para calon konsumennya untuk menggunakan produk TELKOMSEL dengan memberikan tarif telpon dan SMS yang murah serta pemberian bonus pulsa dan SMS, sehingga diharapkan konsumen mengambil resiko untuk switch ke produk TELKOMSEL setelah konsumen mendapatkan informasi dari iklan media cetak, televisi, billboard dan media offline lainnya.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">6f. Variety-Novelty Seeking</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Sifat yang digerakkan oleh kepribadian yang persis sama dan berhubungan dengan tingkat stimulus optimum adalah pencari variasi atau kesenangan baru. Kelihatannya ada berbagai tipe konsumen pencari variasi; perilaku pembelian yang bersifat penyelidikan (misalnya berpindah merek untuk mengalami berbagai pilihan baru dan mungkin alternatif yang lebih baik), penyelidikan pengalaman orang lain (misalnya, memperoleh informasi mengenai pilihan baru atau berbeda dan kemudian memikirkan ataupun merenungkan pilihan tersebut) dan keinovatifan pemakaian (menggunakan produk yang sudah biasa dipakai dengan cara baru).</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Para pemasar, sampai tingkat tertentu, diuntungkan jika menawarkan berbagai pilihan tambahan kepada para konsumen yang lebih mencari variasi produk, karena konsumen yang <br />mempunyai kebutuhan yang tinggi akan mencari variasi cenderung mencari pemasar yang menyediakan berbagai lini produk (yang menawarkan banyak pilihan).</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">Berkaitan dengan case, ditengah persaingan ketat industri telekomunikasi, TELKOMSEL tetap tak tergoyahkan sebagai user seluler nomor satu di Indonesia. Di saat user lain yang jadi kompetitornya harus kehilangan banyak pelanggan, TELKOMSEL justru melaju sendirian <br />dengan meraih pelanggan baru dengan jumlah sangat signifikan. Untuk memenuhi kebutuhan dasar pelanggan, setidaknya ada lima yang harus dipenuhi: luas jangkauan, kualitas jaringan, inovasi produk dan layanan, layanan pelanggan yang andal, serta tarif yang kian terjangkau.</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">Semua itu yang terus dipenuhi TELKOMSEL. Buktinya, 78 juta orang kini memilih layanan user ini sebagai nomor selulernya. Percaya atau tidak, jumlahnya tak pernah berkurang atau tetap, namun selalu bertambah.</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">Kemudian dari sisi inovasi produk dan layanan, TELKOMSEL tak luput menghadirkan layanan yang memenuhi kebutuhan mobile lifestyle. Sebut saja: akses 3G, Telkomsel Flash, mobile banking, mobile wallet T-Cash, BlackBerry Internet Service, iPhone 3G, nada sambung pribadi dan ribuan konten layanan lainnya.</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">Tak hanya itu, pelanggan yang kesulitan dalam menggunakan layanan juga memiliki sarana penyaluran yang memadai. Telkomsel memiliki 550 ribu pusat layanan berstandar ISO:9001 versi 2000, berupa Call Center, GraPARI, GeraiHALO, KiosHALO, Outlet Dealer, dan M-Kios.</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">Lalu dari sisi tarif, Telkomsel juga tak bisa dinafikan semakin murah. Meski belum semurah user lain, namun keempat alasan di atas rasanya bisa menjawab mengapa Telkomsel–yang telah memasuki usianya yang ke-14–tetap diminati banyak orang.</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;">Berdasarkan penjelasan diatas, bisa dijadikan salah satu penyebab konsumen switch ke TELKOMSEL karena TELKOMSEL mampu memberikan variasi di setiap produknya yang sesuai dengan kebutuhan konsumen, selain itu gencarnya gema iklan TELKOMSEL membuat konsumen mempertimbangkan, merenungkan kembali apakah akan menggunakan produk TELKOMSEL yang menurut pengamatan calon konsumen bahwa orang lain telah merasakan benefit dari penggunaan produk TELKOMSEL.</span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com0tag:blogger.com,1999:blog-2022514370149705624.post-10287146992349095852012-05-17T09:05:00.000+07:002012-05-17T09:05:00.272+07:00STUDY CASE MARKETING MANAGEMENT - Samsung Electronics Company<div style="font-family: "Trebuchet MS",sans-serif;">
Tulisan di bawah ini merupakan kajian studi kasus seri manajemen marketing saat saya kuliah di Program Pascasarjana Program Magister Manajemen Universitas Mercubuana Jakarta</div>
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<![endif]--><span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">Question for Study Case discussion:</span></div>
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">What are the ingredients of SEC’s corporate turnaround strategy? What
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">3. As Chief Marketing Officer, what are Kim’s role and responsibilities?</span></div>
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">4. What does Samsung (and Kim) have to do to become one of the top ten
brands in the world</span></div>
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<![endif]--><b><span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">What are the ingredients of
SEC’s corporate turnaround strategy? What are the implications for marketing
mix policies?</span></b><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;"> </span></div>
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">Persaingan dalam dunia usaha saat ini menuntut semua pelaku usaha untuk
menerapkan strategi yang terbaik agar produk yang dihasilkan dapat survive di
pasar. Begitu juga dengan Samsung Electronic Corporate yang melakukan beberapa
strategi untuk masuk dan bersaing di pasar global. Berdasarkan kategori dalam
bidang electronic, Samsung Electronic Corporate (SEC) melakukan beberapa
strategi yang dipandang dapat memenangkan persaingan di pasar global yaitu
dengan:</span></div>
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<b><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;"><span style="font-family: "Trebuchet MS",sans-serif;">A. Vertical Integration</span></span></b></div>
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">Tidak seperti perusahaan lain yang memilih untuk outsource mereka
melalui proses manufaktur, Samsung Electronic Corporate tetap berkomitmen pada
kompetensi yaitu manufaktur.</span></div>
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">Selama tahun 1998 – 2003, Samsung Electronic
Corporate berinvestasi sebesar $19 miliar di pabrik chip baru dan $17 Miliar pada
Juni 2003 untuk fasilitas manufaktur pada TFT-LCD selama 10 tahun. Namun, yang menjadi fokus
proses manufaktur tidak membuat Samsung sebagai perusahaan kaku. Untuk
menanggulangi rantai suplai permintaan, Samsung Electronic Corporate tetap
fleksibel dengan membangun 12 pabrik di Cina selama tahun 2003 dan mendirikan
fasilitas R & D di India.</span></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">Samsung sangat cerdik untuk mencegah komoditas supaya tidak terjebak
dengan mengkombinasikan produksi sebanyak mungkin. Sebagai contoh, sebagian dari
memori chip yang diproduksi adalah special order untuk Dell, Microsoft bahkan
Nokia. Sebagai hasilnya, harga<span style="mso-spacerun: yes;"> </span>rata-rata
Samsung adalah 17% diatas level industri. Begitu pula pada pasar telepon
seluler.</span></div>
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<br /></div>
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<b><span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;"><span style="font-family: "Trebuchet MS",sans-serif;">B. Hardware Focus</span> </span></b></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Pada pasar ponsel, Samsung memutuskan tidak secara khusus untuk
mengembangkan perangkat lunak dan konten seperti musik, film dan video game,
tidak seperti para saingannya Apple, Sony, dll. Samsung cenderung berfokus pada
perangkat keras dan perangkat lunak dan bekerja sama dengan penyedia konten
pada saat yang tepat. Pendekatan semacam ini diakui oleh Samsung sebagai “Open
Architecture” di mana pelanggan dapat mengakses lebih banyak perangkat lunak
melalui perangkat dibandingkan dengan kompetitor produk.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Alasan lain mengapa Samsung memusatkan perhatian pada hardware saja (dan
saya percaya bahwa ini akan menjadi alasan paling masuk akal) adalah mereka
yang ingin melindungi hak milik konten dari pembajakan. Kita lihat, sekali
mereka mengembangkan perangkat lunak, langsung dibajak.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Diversifikasi produk-produk Samsung membedakan mereka dari
pesaing-pesaingnya yang lebih berfokus pada satu kategori produk. Contohnya
Nokia lebih khusus pada handphone dan merupakan pemimpin pasar di seluruh
dunia. Sony berfokus pada barang-barang elektronik dan Intel berfokus pada
produksi chip. Sebaliknya, Samsung lebih menjangkau seluruh kategori produk.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Samsung merupakan manufaktur global nomor satu dalam DRAM, SRAM, RAM dan
NAND flash chips. Samsung mengontrol lebih dari setengah pasar NAND dan mendekati
intel dalam pendapatan flash chip.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Di zaman telekomunikasi, Samsung adalah provider terdepan dalam
teknologi telpon digital CDMA dan layar LCD yang tipis untuk komputer, telpon
seluler dan televisi.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Samsung telah menjadi leader dalam televisi LCD karena kemampuan Samsung
dalam memasarkan produknya secara masal dengan harga yang rendah. Pada tahun
2003, Samsung melakukan joint venture dengan Sony untuk memproduksi LCD
untuk menghindari extra capital outlays. Samsung juga berinovasi dengan
menciptakan televisi LCD 57-inch yang sebelumnya tidak tersentuh oleh teknologi
ini.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Dengan memiliki 17.000 orang ilmuwan, insinyur dan desainer, Samsung
tidak akan mendapat masalah dengan hal inovasi. Samsung sangat cepat dalam
proses pengambilan keputusan inovasi produk hingga diluncurkan ke pasar dan
hanya membutuhkan waktu lima bulan.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Samsung sangat gemar dalam melakukan inovasi, salah satu inovasi lainnya
yaitu dengan melakukan perubahan dari teknologi analog ke teknologi digital.
Dengan memfokuskan untuk berinvestasi di produk teknologi digital, Samsung
memposisikan produk-produknya sebagai produk premium, dikarenakan teknologi
digital pada saat itu termasuk inovasi terbaru dan masih fresh, maka Samsung
menerapkan “Sashimi Theory” yaitu menjual dengan harga tinggi pada hari pertama
peluncuran produk disaat masih fresh, namun menurunkan harganya secara dramatis
setelahnya.</span></div>
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diluncurkan dengan teknologi yang sempurna, produk harus “Simple” dan “</span><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.3pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: AR-SA;">Inclusive”</span><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.3pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;"> dalam hal kemudahan
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Corporate memperoleh penghargaan 46 International Costumer Electronic
Satisfaction (SEC) pada tahun 2009 dalam penghargaan Desain Inovasi dan
Rekayasa dan 38 International Costumer Electronic Satisfaction (SEC) pada tahun
2008 dalam kategori produk personal mobile broadband base station, eight
cellular phones, four Bluetooth[R] Headsets, four HDTVs, a HD camcorder, two
monitors, one large format display, two laser printers, an ultra-Mobile PC and
a French door refrigerator di Las Vegas.</span></div>
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global, yaitu mengembangkan strategi pemasaran internasional. Kegiatan tim
pemasaran ini memfokuskan bahwa perusahaan ingin menyampaikan dan harus
ditampilkan dalam setiap kegiatan promosi internasional. Seperti menjadi
sponsor event olah raga tingkat internasional (Olympiade, world cup, euro cup
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Regional Strategy team bertugas untuk melanjutkan tugas dari tim
Pemasaran Strategi ketingkat regional. Kesuksesan di Amerika Serikat tidak
berarti bahwa akan menuai sukses yang sama ketika diimplementasikan di Jepang.
Tim ini harus mengembangkan strategi dalam istilah daerah demografis.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Samsung melakukan segmentasi pasar pada kelas menengah dan kelas atas serta
memposisikan produknya sebagai produk premium dengan tujuan untuk menggapai
target di semua lini produk elektronik dengan target konsumen menengah ke atas.
Karena produknya termasuk produk dengan harga tinggi dan teknologi digital yang
terbilang baru, maka harganya termasuk tinggi dan hanya bisa memasuki pasar
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tidak bergantung kepada supplier lain. Sehingga dalam bentuk produk dapat
menguasai pasar dan bersaing dalam keunggulan kemajuan teknologi khususnya
teknologi digital.</span></div>
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yang menggaet konsumen kalangan menengah keatas. Samsung juga melakukan
strategi dengan melakukan diferensiasi produk, tidak terfokus oleh satu
kategori saja, sehingga dalam salah satu produknya yaitu chip memori, dapat
menguasai pasar karena menjadi supplier dari beberapa perusahaan elektronik
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brandnya dan menjual barang (tentunya dimanufaktur sendiri) produk inovatif
digitalnya dengan brandnya sendiri. Untuk mengembangkan brandnya<span style="mso-spacerun: yes;"> </span>tersebut, perlu dilakukan<span style="mso-spacerun: yes;"> </span>strategi marketing.</span></div>
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<![endif]--><b style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">How strong is the Samsung
brand? Can Samsung pass Sony and become a top ten global brand?</span></b></div>
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</div>
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<span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.3pt; line-height: 115%;">Dalam lini-lini yang dimasuki oleh Samsung, selalu memperoleh peringkat 3
besar. Namun dari semua peringkat 1 yaitu Big Screen TV, LCD Display, DRAM
Chips, dan Microwave Ovens. Produk Samsung unggul di beberapa kategori namun
tidak memfokuskan kehandalan brandnya di satu produk lini melainkan merata
diberbagai kategori, sehingga<span style="mso-spacerun: yes;">
</span>walalupun<span style="mso-spacerun: yes;"> </span>menguasai market share
namun tidak terlalu mencolok seperti Nokia di cell phones category.</span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-WMqfMg8QCzo/T7RZw-ik3KI/AAAAAAAAAGI/qBBFYl4nG_c/s1600/yyy.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="179" src="http://1.bp.blogspot.com/-WMqfMg8QCzo/T7RZw-ik3KI/AAAAAAAAAGI/qBBFYl4nG_c/s320/yyy.jpg" width="320" /></a></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">Sony lebih unggul dari brand karena sudah berkecimpung 20 tahun lebih
awal. Namun walaupun begitu, Samsung masih memiliki peluang untuk meningkatkan
brandnya lebih maju dari sebelumnya. Brand Samsung menjadi lebih mudah dikenal
karena produknya terdapat pada berbagai macam kategori produk elektronik. Namun
tidak terfokus seperti Nokia yang brandnya mudah diingat karena produknya
difokuskan pada kategori Cell phones saja.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Setelah perubahan strategi marketing oleh Eric Kim, terlihat bahwa Kim
benar-benar memfokuskan kepada Marketing untuk meningkatkan brand secara
besar-besaran kepasar global. Maka dari itu terlihat bahwa dengan perbedaan
yang ada antara Samsung dan Sony, maka dapat disimpulkan bahwa masih ada
peluang bagi Samsung untuk meningkatkan brandnya untuk mengalahkan Sony. Pada
kenyataannya brand Samsung tidak dapat masuk ke top ten global brand.</span></div>
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menempati peringkat 21 sementara Sony menempati peringkat 25. Namun untuk
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<![endif]--><b style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">As Chief Marketing Officer,
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Korea Selatan. Samsung hanya menjual produknya ke OEM daripada menjualnya ke
customer. Pada saat itu brand message-nya Samsung tidak jelas, biaya
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Kemudian pada tahun 1999, Yun merekrut General Manager kelahiran Korea
yaitu Eric Kim. Eric Kim sebelumnya memiliki pengalaman sebagai CEO dari PILOT
SOFTWARE.</span><span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;"> </span><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;"> </span><span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;"> </span></div>
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<span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;">Kim mempunyai peran dan tanggung jawab sebagai
berikut:</span></div>
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<span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;"><span style="mso-list: Ignore;">a.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;">Membangun brand image di seluruh pasar di 200 negara dan
17 unit Samsung Electronic Corporate <i>product-focused business</i> di seluruh
dunia.</span></div>
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<span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;"><span style="mso-list: Ignore;">b.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;">Kim menghadapi tantangan didalam internal perusahaan
bahwa nilai pemasaran tidak begitu diperhatikan Samsung. Ketika Kim pertama
kali datang, ia menyadari bahwa pendidikan tentang marketing sangatlah
fundamental dalam melakukan perubahan.</span></div>
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<span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;"><span style="mso-list: Ignore;">c.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;">Kim bertanggung jawab agar semua orang diseluruh
perusahaan memahami esensi dari brand Samsung sebelum Samsung sendiri dapat
dipromosikan ke luar.</span></div>
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<span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">Kim memberi pengaruh kapada Samsung dengan cara.</span></div>
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<span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;">Kim membentuk <i>Global Marketing Operations</i> (GMO)
unit yang didirikan pada tahun 1999 dan berada pada kantor perwakilannya
di Seoul. Terdiri dari 90 staff, GMO mengkoordinasikan program-program
pemasaran dan bertanggung jawab. Ada tiga tim besar di GMO yaitu The Marketing
Strategy team, The Regional Strategy Team dan The Product Strategy
Team,masing-masing dengan tanggung jawab yang berbeda.</span></div>
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<i><span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;"><span style="mso-list: Ignore;">b.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span></i><i><span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;">Allocation of Marketing Resources</span></i></div>
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juga merekomendasikan kepada perwakilan regional dari Samsung Electronic
Corporate bagaimana mengalokasikan dana pemasarannya pada tahun 2003. Kim
melakukan realokasi budget dengan bantuan sebuah program komputer yaitu M-Net
untuk menentukan dimanakah dana tersebut dapat memberikam return yang paling
tinggi. Dana sebesar 1 triliun dollar Amerika akan direalokasikan diseluruh
dunia dan di seluruh produknya dengan menggunakan bantuan M-Net.</span></div>
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<span style="font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;">Market Driven Change (MDC) membantu para manajer Samsung
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hanya dipandang semata melalui aktivitas periklanan dan promosi.</span></div>
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pengembangan produk baru daripada hanya memulai produk-produk yang kompetitif.
Samsung mengidentifikasi segmen pelanggan yang bersedia membayar dengan harga
lebih tinggi untuk inovasi yang fungsional dan berestetika. Contohnya pada
tahun 2001 Samsung meluncurkan folder handset yang pertama kali di dunia.
Produk tersebut didesain dan ditargetkan kepada segmen wanita atau fashion.
Samsung mampu menjual sebesar $750.000.000 dalam 9 bulan.</span></div>
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;">Riset MDC menemukan bahwa brand Samsung kurang adanya emosi dan <i>human
face.</i> Dengan bantuan FCB, pada tahun 2002, sebuah kampanye brand
diluncurkan dan dengan penekanan pada”Digitall-Everyone’s Invited”. Menurut
KIM, ini berarti Samsung diposisikan secara unik untuk mencakup komunikasi,
hiburan dan informai dengan menggunakan alat-alat digital yang mudah.</span><span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.2pt; line-height: 150%;"><span style="font-family: "Trebuchet MS",sans-serif;"> </span></span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Filosofi Samsung adalah "kami mencurahkan sumber daya manusia dan
teknologi untuk menciptakan keunggulan produk dan layanan, sehingga memberikan
kontribusi ke masyarakat global yang lebih baik ". (</span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;"><a href="http://www.samsung.com/"><span style="font-family: "Arial","sans-serif"; mso-bidi-font-family: Calibri;">www.samsung.com</span></a></span><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">). Filosofi Samsung telah
mengadopsi olahraga berbasis strategi dalam membangun brand.</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Vice President Samsung, Il Hyung Chang, menyatakan “peran penting dari
sponsorship olahraga adalah strategi yang sesuai dengan baik dalam operasi kami
di Samsung .... itu merupakan bagian integral dari filosofi perusahaan
kami"</span></div>
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.3pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Samsung ingin mewujudkan dua tujuan dengan menjadi sponsorship. Tujuan
pertama adalah untuk membangun kesadaran brand yang tinggi, terutama dengan
menciptakan kesadaran dari para saingan utama uaitu Sony. Efektivitas Samsung
sponsor ditunjukkan di Olimpiade ATHENA 2004 yang berdampak positif pada brand
awareness, dengan kenaikan dari 57% menjadi 62%. Tujuan yang kedua adalah untuk
meningkatkan citra dan sikap terhadap brand-nya diseluruh dunia. Samsung
dianggap memiliki komitmen kepada Gerakan Olimpiade yang merupakan unsur utama
dalam penentuan posisi dan strategi. Sehingga dapat meningkatkan citra brand
Samsung dan posisi pasar.</span></div>
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baru dan teknologi. Cara yang paling ampuh untuk memperkenalkan produk baru dan
teknologi adalah publisitas. Hal ini tidak hanya efektif tetapi juga lebih
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<![endif]--><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt; letter-spacing: -.2pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: AR-SA;">Kunci sukses usaha tidak tergantung pada kreatif dan sponsor itu
sendiri, tetapi juga bergantung pada strategi yang mendukung. Samsung berhasil
terintegrasi dengan strategi produk, teknologi dan strategi brand dalam
strategi TOP plan. TOP plan Samsung memberikan jalan untuk menjadi brand
teratas di dunia. Tanpa mendukung strategi TOP plan, tidak dapat memberikan
brand Samsung dengan internal dan kaya makna. Samsung telah berhasil dan
memanfaatkan sepenuhnya manfaat Sponsor dan imbalan atas komitmennya untuk
Olimpiade dan kegiatan olahraga lainnya.</span><span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.3pt; line-height: 115%;"> </span><span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.3pt; line-height: 115%;"> </span><span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;"> </span><span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;"> </span><b><span style="font-family: "Arial","sans-serif"; font-size: 12pt; letter-spacing: -0.2pt; line-height: 115%;"> </span></b></div>Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com0tag:blogger.com,1999:blog-2022514370149705624.post-78129254049750209242012-05-17T07:40:00.006+07:002012-05-17T07:40:57.231+07:00POLITICAL MARKETING MIX DAN PENGARUHNYA TERHADAP KEPUTUSAN MAHASISWA UNIVERSITAS LAMPUNGBerikut adalah kutipan hasil penelitian saya yang diterbitkan pada jurnal Manajemen dan Bisnis Sriwijaya Volume 8 No 16, Desember 2010<br />
<br />
<div align="center">
<strong><em>POLITICAL MARKETING MIX</em></strong><strong> DAN PENGARUHNYA TERHADAP KEPUTUSAN MAHASISWA UNIVERSITAS LAMPUNG</strong><strong> </strong></div>
<div align="center">
<strong> </strong></div>
<div align="center">
<strong>Ridho Bramulya Ikhsan</strong></div>
<div align="center">
<strong>Muchsin Saggaff Shihab</strong></div>
<div align="center">
<strong> </strong></div>
<div align="center">
<br /></div>
<div align="center">
<strong>ABSTRACT</strong></div>
<div style="text-align: justify;">
<em> </em><em>The purpose of this study is to scrutinize the effect
of the political marketing mix on the voters’ decision. The concept of
political marketing mix i.e. product, promotion, price and place were
employed in this study. Both primary and secondary data were obtained.
Secondary data were obtained from various sources such as journal, and
books. Primary data were obtained by using questionnaire. Target
respondents were students of Lampung University (UNILA) who voted for
the 2010 Mayor election at Bandarlampung. Using stratified random
sampling with proportional distribution and accidental sampling
techniques, a total of 100 responses were obtained. Data were examined
using both descriptive and statistical analysis such as, linear
regression analysis, validity and reliability tests. </em></div>
<div style="text-align: justify;">
<em>Findings showed that, partially and simultaneously, political
marketing mix which includes product, promotion, price and place had a
significant impact on voters’ decision. Of all factors, </em><em>place was found to be dominant. </em></div>
<strong><em> </em></strong><br />
<strong><em>Keywords</em></strong>: <em>Political Marketing, Marketing Mix, </em><em>voters’ decision</em>Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com0tag:blogger.com,1999:blog-2022514370149705624.post-34227407250874646172012-04-22T03:13:00.000+07:002016-01-31T00:47:26.534+07:00Analisis Matrix Important Performance Analysis Dengan SPSS<div style="text-align: justify;">
Seorang kawan datang dan meminta bantuanku untuk mengolah data penelitiaanya. Dia ingin mengukur tingkat kepuasan konsumen di suatu perusahaan X atas kualitas pelayanan dengan menggunakan Matrix IPA alias <i>Important Performance Analysis</i>. Kata kawan, jika menggunakan Excel itu sudah biasa...tapi dia ingin menggunakan SPSS, biar nanti hasilnya lebih akurat (emmmm, padahal sama aja hasilnya jika pake excel).</div>
<div style="text-align: justify;">
Karena tidak ingin mengecewakan kawan...ya akhirnya terima tawaran itu...toh gak ada ruginya. hehehe. Aku coba utak atik program SPSS versi 17.0 dan taraaaa...akhirnya saya mengolah data sesuai keinginannya.</div>
<div style="text-align: justify;">
Mau tau caranya membuat <i>Matrix Important Performance Analysis</i> dengan SPSS? nih aku share buat siapa aja yang ingin menambah ilmu pengetahuan dan untuk membahas skripsi atau tesisnya.</div>
<div style="text-align: justify;">
Langkah-langkahnya</div>
<ol>
<li>Data hasil penyebaran kuesioner performace dan important di input dalam Excel.</li>
<li>Buat rata-rata untuk setiap butir pertanyaan, baik itu di bagian performance ataupun important</li>
<li>Setelah selesai, buat tabulasi hasil rata-rata untuk setiap indikator di bagian Important dan Performance</li>
<li>Buka program SPSS yang kamu miliki dan copas tabulasi yang sudah kamu buat di excel di bagian data view, lalu definisikan masing-masing data yang sudah di input di bagian variabel view</li>
<li>Klik menu <b>Graphs, </b>kemudian pilih <b>legacy dialogs </b>dan pilih Scatter. Lalu aka muncul jendela Scatter. pilih <b>Simple Scatter </b>lalu klik define</li>
<li>Pindahkan Performace ke sebagai X dan Importance sebagai Y</li>
<li>Klik OK dan SPSS akan menghasilkan output berupa gambar dengan titik-titik yang merupakan kumpulan dari data yang kita input</li>
<li>Output yang di hasilkan oleh SPSS belum bisa di analisis sesuai harapan kita, perlu sedikit editing pada gambar output hasil SPSS yaitu membuat rata-rata untuk X dan Y</li>
<li>Masuk ke dalam Chart Editor dengan cara mengklik dua kali gambar output dan akan muncul jendela Chart Editor.</li>
<li>Klik Option lalu pilih X axis reference line dan set to mean. Apply.</li>
<li>Klik Option lalu piih Y Axis reference line dan set to mean. Apply.</li>
<li>Terakhir...munculkan angka pada titik-tik sebaran data sehingga memudahkan kita untuk menganalisisnya dengan mengklik Option lalu pilih Data Label Mode dan klik setiap titik hingga muncul angka-angka yang sesuai dengan jumlah pertanyaan dalam kuesioner.</li>
<li>Biar lebih cantik....modifikasi gambar dengan memberi warna untuk masing-masing titik dan background gambar dengan mengklik menu Edit lalu pilih Properties (Ctr+t).</li>
<li>Convert output ke format doc dengan cara klik menu export, pilih all visible dan browse lokasi tempat menyimpan file hasil convert. </li>
</ol>
Ok...sekarang Matrik Important Performance Analysis sudah siap untuk di analisis.Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com44tag:blogger.com,1999:blog-2022514370149705624.post-46705413658818024752012-04-21T03:36:00.000+07:002012-04-22T03:36:55.067+07:00Cara Merubah Data Horizontal menjadi Vertikal dengan ExcelI'm coming...<br />
Ini adalah kejadian nyata saat kawan salah entry data di excel, yang seharusnya vertikal...di entry horizontal. Waduh..mana data yang di entry jumlahnya ratusan. Mau ketik ulang...repot amat ya? kalo sedikit sih enak...lah ini ratusan data.<br />
<br />
ada trik untuk mengatasi masalah di atas saat ingin merubah data horizontal menjadi vertikal di Microsoft Excel 2007. Mau tau caranya? Ok...ikuti langkah berikut:<br />
<ol>
<li>Blok seluruh data horizontal lalu copy (Ctr+C)</li>
<li>Letakkan kursur di tempat yang kosong lalu Klik icon paste (tapi jangan gambarnya) lalu pilih Transpose.</li>
</ol>
Simsalabim....data sudah berubah dari horizontal menjadi vertikal dan kawan saya tidak perlu mengetik ulang lagi datanya. mudahkan?Anonymoushttp://www.blogger.com/profile/06489388787159300798noreply@blogger.com4