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Ditemukan 7 dokumen yang sesuai dengan query
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Alyssa Edwina
Perencanaan program kampanye humas "bengawan solo coffee: satu biji kopi untuk satu Indonesia" dalam upaya meningkatkan brand awareness bengawan solo coffee = Public relations campaign planning bengawan solo coffee satu biji kopi untuk satu indonesia to increase brand awareness of bengawan solo coffee
"Profil Perusahaan
Bengawan Solo Coffee merupakan salah satu kedai kopi asli Indonesia yang menggunakan biji kopi hasil perkebunan kopi tanah air Indonesia. Bengawan Solo Coffee telah berdiri sejak tahun 1983 dan telah memiliki pengalaman dalam pemilihan biji-biji kopi Arabika asli Indonesia yang berkualitas. Pada tahun 1983 hingga 2002, Bengawan Solo Coffee hanya bergerak di bidang pengolahan biji kopi serta penggorengan biji kopi asli Indonesia yang terletak di Lampung. Pada tahun 2003, manajemen Bengawan Solo Coffee memutuskan untuk membuka kedai kopi yang memiliki produk berbagai macam minuman dengan menggunakan biji kopi asli Indonesia yang diolah di pertanian kopi Bengawan Solo Coffee di Lampung. Bengawan Solo Coffee resmi membuka kedai kopi pertama di ITC Kuningan pada 18 Mei 2003, tanggal ini ditandai sebagai tanggal berdirinya Bengawan Solo Coffee. Bengawan Solo Coffee terus mengembangkan bisnisnya dan hingga kini telah memiliki kedai kopi sebanyak 46 outlet yang terletak di beberapa kota besar di Indonesia, seperti Jabodetabek, Bandung, Surabaya, dan Medan.
Analisis Situasi
Kekuatan (Strengths)
1. Kedai kopi yang menggunakan biji kopi asli Indonesia yang diproduksi sendiri di perkebunan kopi di Lampung.
2. Bengawan Solo Coffee telah memiliki kedai kopi yang tersebar di titik-titik strategis di beberapa kota besar di Indonesia, hal ini memudahkan masyarakat Indonesia untuk menemukan kedai-kedai Bengawan Solo Coffee.
3. Mendukung petani biji kopi lokal dengan menggunakan biji kopi asli Indonesia
4. Mendukung program pemerintah 100% cinta Indonesia sebagai produk asli Indonesia dan menggunakan produksi biji kopi asli Indonesia
5. Adanya peliputan artikel oleh majalah Grazia pada tanggal 23 September 2013 sebagai kedai kopi khas Indonesia yang direkomendasikan
Kelemahan (Weaknesses)
1. Rendahnyabrand awarenessBengawan Solo Coffee di kalangan masyarakat Indonesia.
2. Tidak memiliki bagian Public Relations (PR) sehingga kurangnya kegiatan-kegiatan PR yang dilakukan
3. Kurangnya promosi-promosi yang dilakukan di berbagai media
Kesempatan (Opportunities)
1. Kini telah banyak masyarakat Indonesia yang mengonsumsi kopi
2. Alasan generasi muda mengonsumsi kopi karena menggemari kopi dan mengonsumsi kopi sebagai gaya hidup
Ancaman (Threats)
1. Bengawan Solo Coffee kalah saing dengan kompetitor-kompetitornya yang berasal dari luar negeri dan lebih terkenal dibanding Bengawan Solo Coffee.
2. Munculnya kedai kopi lain yang berasal dari Indonesia yang dapat menjadi kompetitor Bengawan Solo Coffee
Pernyataan Masalah
Kurangnya brand awareness yang dimiliki masyarakat Indonesia terhadap Bengawan Solo Coffee
Usulan Program
Program Kampanye Public Relations, yang terdiri dari:
1. Kegiatan Promosi
2. Corporate Social Responsibility
3. Customer Relations
Tujuan Program
1. Untuk meningkatkan brand awareness dan minat masyarakat Indonesia terhadap Bengawan Solo Coffee, khususnya masyarakat Indonesia berumur 17-45 tahun yang bertempat tinggal di kota-kota besar Indonesia sesuai dengan lokasi penjualan Bengawan Solo Coffee, yakni Jabodetabek, Bandung, Surabaya, Jogja, dan Medan.
2. Membentuk citra positif mengenai Bengawan Solo Coffee sebagai kedai kopi asli Indonesia terbaik. Sebagai indikator, Bengawan Solo Coffee menjadi kedai kopi asli Indonesia yang memiliki penjualan tertinggi diantara kompetitornya, yakni kedai kopi asli Indonesia seperti Cuppa Coffee dan Coffee Toffee.
3. Untuk meningkatkan penjualan Bengawan Solo Coffee di tahun 2014 sebesar 10% dari tahun 2013.
4. Meningkatkan jumlah followers yang dimiliki oleh Bengawan Solo Coffee pada media sosial sebesar 2x lipat dari jumlah followers yang dimiliki sekarang yakni 4.781 followers di Twitter dan 4.432 likes di Facebook Bengawan Solo Coffee1.
Khalayak Sasaran
1. Demografis: Laki-laki dan perempuan berumur 17-45 tahun bertempat tinggal di kota-kota besar Indonesia sesuai dengan lokasi penjualan Bengawan Solo Coffee, yakni Jabodetabek, Bandung, Surabaya, Jogja, dan Medan dengan tingkat SES (Socio Economic Status) A (> Rp 3.000.000) sampai SES B (Rp 2.000.000-Rp 3.000.000) yang berlatarbelakang pendidikan SMA, D3, S1, S2, S3, dan bekerja.
2. Psikografis: memiliki lifestyle (gaya hidup) yang senang mengonsumsi kopi, seringkali nongkrong atau hangout di kedai kopi, dan menggunakan media sosial rata-rata 5 jam perharinya.
Pesan Kunci
1. Bengawan Solo Coffee ingin membentuk suatu citra yang positif sebagai kedai kopi asli Indonesia terbaik yang mengolah dan menggunakan biji-biji kopi asli Indonesia.
2. Bengawan Solo Coffee juga turut berpartisipasi dalam program pemerintah yakni, gerakan 100% cinta Indonesia yang dikoordinir oleh Kementerian Perdagangan Republik Indonesia yang dibentuk pada tahun 2009.
Anggaran
Rp 796.235.972
Evaluasi
Tahapan evaluasi yang digunakan adalah:
1. Tahap Input
2. Tahap Output
3. Tahap Outcomes
Setiap tahap memiliki tolak ukur dan instrumen masing-masing"
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
S54185
UI - Tugas Akhir  Universitas Indonesia Library
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Gultom, Fajar Torang Parulian
Analisis kebutuhan dan motivasi penggunaan media sosial path pada generasi y = Needs and motivation analysis towards social media path usage in generation y
"[ ABSTRAK
Penetrasi penggunaan internet di Indonesia sekarang ini sedang mengalami perkembangan yang pesat. Dari berbagai aktivitas penggunaan internet, media sosial menjadi pilihan utama yang paling sering diakses. Menurut Teori Penggunaan dan Pemenuhan Kepuasan, Generasi Y yang merupakan pengguna terbesar media sosial, menjadikan platform ini sebagai sarana untuk memenuhi keinginan dan kebutuhan mereka. Hingga saat ini, terdapat beberapa pilihan media sosial yang salah satunya adalah Path. Sejak awal kemunculannya, Path terbukti telah menarik perhatian Generasi Y di Indonesia. Path dianggap dapat memenuhi kebutuhan Generasi Y akan sosialisasi, penghargaan diri, dan aktualisasi diri, sesuai dengan Teori Hierarki Kebutuhan. Fungsi Path yang dapat memenuhi kebutuhan dan keinginan Generasi Y, menjadikan generasi ini memiliki tingkat ketergantungan yang tinggi pada media sosial ini.
ABSTRACTThe penetration of internet usage in Indonesia nowadays quite has been in rapid growth. From various types of internet usage, social media has become the primary choice to be accessed. According to the Uses and Gratifications Theory, Generation Y, which has highest rate in using social media, uses this platform as a tool to fulfill their desires and needs. Until now, there are several types of choices in social media, which one of them is Path. Since the first emersion, it is proven that Path has grabbed the attention of Generation Y in Indonesia. Path is considered to be able to fulfill the needs of Generations Y related to socialization, self respect, and self actualization according to the Hierarchy of Needs. The function of Path that able to fulfill the desires and needs of Generation Y, create a high level of dependency towards this social media.;The penetration of internet usage in Indonesia nowadays quite has been in rapid growth. From various types of internet usage, social media has become the primary choice to be accessed. According to the Uses and Gratifications Theory, Generation Y, which has highest rate in using social media, uses this platform as a tool to fulfill their desires and needs. Until now, there are several types of choices in social media, which one of them is Path. Since the first emersion, it is proven that Path has grabbed the attention of Generation Y in Indonesia. Path is considered to be able to fulfill the needs of Generations Y related to socialization, self respect, and self actualization according to the Hierarchy of Needs. The function of Path that able to fulfill the desires and needs of Generation Y, create a high level of dependency towards this social media., The penetration of internet usage in Indonesia nowadays quite has been in rapid growth. From various types of internet usage, social media has become the primary choice to be accessed. According to the Uses and Gratifications Theory, Generation Y, which has highest rate in using social media, uses this platform as a tool to fulfill their desires and needs. Until now, there are several types of choices in social media, which one of them is Path. Since the first emersion, it is proven that Path has grabbed the attention of Generation Y in Indonesia. Path is considered to be able to fulfill the needs of Generations Y related to socialization, self respect, and self actualization according to the Hierarchy of Needs. The function of Path that able to fulfill the desires and needs of Generation Y, create a high level of dependency towards this social media.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Raka Dammi Islamianto
Analisis perilaku konsumen terhadap element Marketing Mix dalam fenomena mobil "Sejuta Umat" di Indonesia : Studi kasus mobil merek Toyota Avanza = Analysis of consumer behavior against element of Marketing Mix in the phenomenon of the car "a Million People" in Indonesia : A study about brand Toyota Avanza
"[ ABSTRAK
Ketatnya persaingan dunia otomotif di Indonesia, memaksa para produsen untuk
mengeluarkan inovasi produknya. Dalam persaingan tersebut, ternyata mobil LMPV
tetap menjadi kategori mobil yang paling diminati oleh masyarakat Indonesia.
Fenomena ini ternyata membuat para produsen di bidang otomotif mengambil
spekulasi untuk terjun ke dalam persaingan mobil kelas LMPV tersebut. Toyota
merupakan pionir mobil di kelas LMPV dengan produknya Toyota Avanza.
Walaupun kini Toyota Avanza memiliki banyak kompetitor di kelasnya, angka
penjualan produk ini masih menduduki posisi teratas. Alasan Toyota Avanza
menduduki posisi teratas karena memperhatikan elemen-elemen marketing mix
seperti produk, harga, tempat/keterjangkauan, dan promosi. Keempat elemen
marketing mix tersebut dapat mempengaruhi keputusan pembelian konsumen.;
ABSTRACT
The tight competition of automotive market in Indonesia forces the producexrs to
create innovation in their product. In that competition, LMVP cars are still the most
attractive cars for Indonesian society. This phenomena pushes the car producers to
start entering the LMVP class. Toyota is the pioneer in the LMVP class with the
Toyota Avanza. Although now Avanza has a lot of competition they are still on top
above than the other competitors. The reason why Avanza is on top because it takes
into consideration elements of mix marketing such as product, price, place and
promotion. Those four elements can influence the decision making of consumers., The tight competition of automotive market in Indonesia forces the producexrs to
create innovation in their product. In that competition, LMVP cars are still the most
attractive cars for Indonesian society. This phenomena pushes the car producers to
start entering the LMVP class. Toyota is the pioneer in the LMVP class with the
Toyota Avanza. Although now Avanza has a lot of competition they are still on top
above than the other competitors. The reason why Avanza is on top because it takes
into consideration elements of mix marketing such as product, price, place and
promotion. Those four elements can influence the decision making of consumers.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Aditya Eka Putra Darmawan
Analisis pengaruh penggunaan atribut Moto GP terhadap keputusan pembelian konsumen produk sepeda motor di Indonesia (studi terhadap merek Yamaha di Indonesia) = Analyzing the effect in using MotoGP's attributes towards indonesian consumer buying decision in motorcycle product (a study towards Yamaha brand in Indonesia)
"[ ABSTRAK
Kepopuleran balap motor MotoGP di indonesia membuat PT. Yamaha Indonesia Motor Manufacturing memutuskan untuk mempelopori strategi pemasaran baru dengan memanfaatkan kepopuleran dari MotoGP tersebut. Strategi tersebut berupa penggunaan atribut MotoGP pada produk sepeda motor Yamaha di Indonesia. Atribut MotoGP ini terdiri dari penggunaan livery/stripping dengan desain grafis khusus pada beberapa varian produk sepeda motor Yamaha, aksesoris, dan juga cara yang beriklan dari merek sepeda motor Yamaha Indonesia. Untuk mengetahui bagaimana atribut MotoGP ini dapat menarik perhatian konsumen, maka atribut MotoGP ini dikaji dengan teori keputusan pembelian, yang membuktikan bahwa atribut MotoGP tersebut terbukti dapat mempengaruhi keputusan pembelian konsumen sepeda motor di Indonesia, yang merupakan fans
terbesar MotoGP di dunia.
ABSTRACTThe popularity of MotoGP in Indonesia encourages PT. Yamaha Indonesia Motor Manufacturing (PT. YIMM) to pioneer a new kind of marketing strategy that advantages from that popularity. The strategy is using MotoGP attribute on the product that Yamaha produce in Indonesia. These MotoGP attributes consist of special livery/stripping that used in several motercycle model, accessories, and the way of advetising that Yamaha used in Indonesia. To know how these MotoGP attributes can attract the consumer attention in Indonesia, it’s
analyezd using buying decision theory, which prooves that these attributes really can affect the buying decision of the motorcycle consumer in Indonesia, which are the biggest MotoGP fans in the world.;The popularity of MotoGP in Indonesia encourages PT. Yamaha Indonesia Motor Manufacturing (PT. YIMM) to pioneer a new kind of marketing strategy that advantages from that popularity. The strategy is using MotoGP attribute on the product that Yamaha produce in Indonesia. These MotoGP attributes consist of special livery/stripping that used in several motercycle model, accessories, and the way of advetising that Yamaha used in Indonesia. To know how these MotoGP attributes can attract the consumer attention in Indonesia, it’s
analyezd using buying decision theory, which prooves that these attributes really can affect the buying decision of the motorcycle consumer in Indonesia, which are the biggest MotoGP fans in the world., The popularity of MotoGP in Indonesia encourages PT. Yamaha Indonesia Motor Manufacturing (PT. YIMM) to pioneer a new kind of marketing strategy that advantages from that popularity. The strategy is using MotoGP attribute on the product that Yamaha produce in Indonesia. These MotoGP attributes consist of special livery/stripping that used in several motercycle model, accessories, and the way of advetising that Yamaha used in Indonesia. To know how these MotoGP attributes can attract the consumer attention in Indonesia, it’s
analyezd using buying decision theory, which prooves that these attributes really can affect the buying decision of the motorcycle consumer in Indonesia, which are the biggest MotoGP fans in the world.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Putri Ayu Lestari
Analisis strategi In-Store Merchandising dalam mempengaruhi perilaku pembelian : Studi terhadap brand kosmetik Etude House Indonesia = Analysis of In-Store Merchandising strategy in influencing buying behavior : A Study on cosmetic brand Etude House Indonesia
"[ ABSTRAK
Perkembangan zaman yang diiringi dengan perkembangan produk dan jasa di pasar membuat persaingan antar
brand semakin ketat, terutama di industri kecantikan yang sedang mengalami pertumbuhan pesat. Selain kualitas
produk, persepsi konsumen terhadap sebuah brand serta bagaimana brand tersebut memposisikan dirinya di
benak mereka menjadi sangat penting dalam memenangkan persaingan pasar. Strategi in-store merchandising
menjadi salah satu upaya yang dapat dilakukan pemasar. Selain mampu memvisualisasikan citra sebuah brand,
in-store merchandising dipercaya mampu mempengaruhi secara positif perilaku pembelian konsumen di lokasi
pembelian. Karena perannya yang besar, strategi in-store merchandising menjadi penting untuk diperhatikan.
Demikian juga yang dilakukan oleh Etude House Indonesia, sebuah merek kosmetik asal Korea yang sukses di
Indonesia. Ia melakukan penerapan in-store merchandising pada gerainya, sesuai dengan konsep yang dibawa
brand nya, yaitu “princess dream”. Berdasarkan hal tersebut, penulis akan menganalisa strategi in-store
merchandising Etude House serta melihat bagaimana pengaruhnya kepada perilaku pembelian konsumen.
Dimana in-store merchandising meliputi tata ruang gerai, point of purchase media, rak produk, strategi harga,
kemasan, warna dan tata cahaya.
ABSTRACTAs time goes by, followed by the development of goods and services, the rivalry between brands in the market
becomes tighter. Especially in the beauty industry that is currently undergoing a rapid growth. In addition to the
quality of the product, consumer’s perception against a brand and how the brand is positioned in their minds is
very important to win over the competition in the market. In-store merchandising strategies is one of the things
marketers can do. Besides being able to visualize the image of a brand, in-store merchandising is believed
capable to affect consumer’s behavior in the location of purchase. This great role makes in-store merchandising
important to be noted. Thus conducted by Etude House Indonesia, a cosmetic brand from Korea that succesfully
entered Indonesia’s market. It also implements in-store merchandising based on the concept of it’s brand, which
is “princess dream”. Based on this, the author will analyze the strategy of Etude House’s in-store merchandising
and it’s effects on consumers. Where in store merchandising includes store layout, point of purchase media,
shelves, pricing strategy, packaging, color and lighting., As time goes by, followed by the development of goods and services, the rivalry between brands in the market
becomes tighter. Especially in the beauty industry that is currently undergoing a rapid growth. In addition to the
quality of the product, consumer’s perception against a brand and how the brand is positioned in their minds is
very important to win over the competition in the market. In-store merchandising strategies is one of the things
marketers can do. Besides being able to visualize the image of a brand, in-store merchandising is believed
capable to affect consumer’s behavior in the location of purchase. This great role makes in-store merchandising
important to be noted. Thus conducted by Etude House Indonesia, a cosmetic brand from Korea that succesfully
entered Indonesia’s market. It also implements in-store merchandising based on the concept of it’s brand, which
is “princess dream”. Based on this, the author will analyze the strategy of Etude House’s in-store merchandising
and it’s effects on consumers. Where in store merchandising includes store layout, point of purchase media,
shelves, pricing strategy, packaging, color and lighting.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
cover
Angga Allensyah Putra
Pengaruh komunitas virtual terhadap perkembangan komunitas merek Criterion Collection = Virtual community impact to Criterion Collection brand community
"[ ABSTRAK
Pentingnya sebuah karya film memang tidak dapat dipungkiri lagi. Film telah menjadi media dalam pembentukan nilai yang tercermin dari budaya-budaya yang ada di dunia sehingga menghasilkan genre film yang sangat luas, menarik minat beberapa kalangan orang yang memandang film lebih dari yang semestinya, lebih dari fungsinya sebagai hiburan dan lebih kepada fungsi edukasi yang terkait di dalamnya. Dari pengamat, pelajar dan pembuat film berkumpul untuk merayakannya sampai Industri Kapitalis Hollywood beserta politik yang terkait di banyak Negara terhadap industri film menutup akses terhadap sinema dunia dan membuat kalangan ini mencari alternatif lain untuk memenuhi kebutuhan mereka terhadap film. Criterion Collection sebuah perusahaan distribusi film muncul sebagai juru selamat bagi kalangan tadi dan menjadikan mereka Komunitas Merek dimana terdapat fungsi dari Komunitas Virtual karena Criterion Collection ikut menyediakan banyak online channel yang dibutuhkan para fans untuk berbagi. Dengan menggunakan 2 teori dari Komunitas Merek dan Komunitas Virtual, kamu mencoba untuk mengukur pengaruh Komunitas Virtual terhadap perkembangan Komunitas Merek yang dimiliki oleh Criterion Collection
ABSTRACT
The Importance of Film in today’s world is inevitable. Film has become a media in the creation of value reflected by cultures all over the world offering vast array of film genre, gaining interests of certain people who view film more than it should be, more than just an entertainment, and more to educational sense. All these film enthusiasts, scholar and filmmakers gather to cherish it all before the Hollywood capitalist industry integrated with politics in every country shutted the access of world cinema leading its fans to search for alternative to fulfill their needs. Criterion Collection arise as the savior of film enthusiasts gaining cult-following known as Brand Community and shortly become Virtual Community for Criterion Collection provide online media the fans needed. Using 2 theories of Brand Community and Virtual Community, we try to measure the Virtual Community effect in the establishment of Criterion Collection Brand Community., The Importance of Film in today’s world is inevitable. Film has become a media in the creation of value reflected by cultures all over the world offering vast array of film genre, gaining interests of certain people who view film more than it should be, more than just an entertainment, and more to educational sense. All these film enthusiasts, scholar and filmmakers gather to cherish it all before the Hollywood capitalist industry integrated with politics in every country shutted the access of world cinema leading its fans to search for alternative to fulfill their needs. Criterion Collection arise as the savior of film enthusiasts gaining cult-following known as Brand Community and shortly become Virtual Community for Criterion Collection provide online media the fans needed. Using 2 theories of Brand Community and Virtual Community, we try to measure the Virtual Community effect in the establishment of Criterion Collection Brand Community.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
cover
Gabby Evitho
Program marketing public relations untuk meningkatkan citra merek lucky tours = Marketing public relations program to improve brand image of lucky tours / Gabby Evitho
"[ABSTRAK
RINGKASAN EKSEKUTIF
Profil Perusahaan
Lucky Tours merupakan salah satu agen tour dan travel, yang bertempat di Jalan Ternate no.28 D, Jakarta. Didirikan di Jakarta pada tanggal 16 Oktober 2001 oleh PT. Lucky Wisata Indah, Lucky Tours dipimpin oleh pasangan suami-istri, Latif Tanamas dan Kurnia Ningsih.
Berawal dari kesukaan terhadap traveling, pasangan suami-istri tersebut akhirnya mendirikan Lucky Tours sebagai bisnis mereka. Selama 13 tahun ini, Lucky Tours telah menjadi perusahaan yang maju dan mandiri. Lucky Tours didukung oleh tenaga kerja yang profesional dan berpengalaman di bidang pariwisata, serta didukung dengan sistem jaringan penerbangan yang berkualitas.
Analisis SWOT
Strengths (Kekuatan)
Adanya pilihan mengatur perjalanan wisata yang disesuaikan dengan biaya klien. Hal ini menjadi suatu kelebihan karena bisnis biro perjalanan sudah memiliki paket-paket tour yang telah disiapkan, khalayak hanya diperbolehkan memilih dari paket yang sudah ada.
Tergabung dalam ASTINDO, yaitu Asosiasi Perusahaan Penjual Tiket Penerbangan dan ASITA (Association of The Indonesian Tours & Travel Agencies), serta IATA (International Air Transport Association) dimana posisi Lucky Tours sudah terjamin dan terpercaya.
Layanan 24 jam untuk klien via telepon. Klien akan mendapatkan servis selama 24 jam dari Lucky Tours dalam berwisata.
Pembayaran dapat dilakukan melalui transfer via ATM dan kartu kredit, sehingga memudahkan khalayak untuk menggunakan jasa Lucky Tours.
Weaknesses (Kelemahan)
Rendahnya citra Lucky Tours di mata khalayaknya.
Tidak memiliki divisi PR yang bertugas untuk menjalankan fungsinya.
Kegiatan promosi dan publikasi yang minim.
Website tidak dikelola dengan baik dan tidak memiliki akun media sosial sehingga promosi dan publikasi online kurang berjalan.
Belum memiliki kantor cabang sehingga akses khalayak hanya ke kantor di Jl. Ternate no.28 D, Jakarta saja.
Paket wisata yang kurang beragam.
Opportunities (Kesempatan)
Tren pengeluaran biaya untuk traveling pada masyarakat Indonesia meningkat setiap tahunnya.
Kondisi kelas ekonomi menengah masyarakat Indonesia semakin meningkat.
Terdapat khalayak yang tidak memiliki waktu untuk melakukan riset perjalanan wisata.
Threats (Ancaman)
Terdapat tour dan travel lainnya yang lebih terkenal dibandingkan Lucky Tours. Kompetitor dari Lucky Tours adalah Avia Tour, Wita Tour, dan Obaja Tour (dipilih berdasarkan kesamaan jasa).
Terdapat komunitas backpacker Indonesia, yaitu wadah yang menjembatani para traveller untuk berwisata dengan biaya yang lebih murah karena menggunakan sistem sharing cost.
Pernyataan Masalah
Rendahnya citra Lucky Tours di mata khalayak.
Usulan Program
Pembentukan Divisi PR
MPR melalui website dan media sosial
Special event
Tujuan Program
Meningkatkan citra Lucky positif secara positif dan mengedukasi khalayak mengenai layanan yang diberikan oleh Lucky Tours.
Khalayak Sasaran
Geografis: Berdomisili di Jakarta Utara dan Jakarta Selatan
Demografis: Laki-laki dan perempuan berusia 20-34 tahun, dengan tingkat SES pengeluaran (Socio Economic Status) A (>3.000.000) sampai SES B (2.000.000-3.000.000), berlatar pendidikan SMA, S1, S2, S3, dan yang bekerja.
Psikografis: Memiliki gaya hidup suka berwisata (minimal 3 kali dalam setahun), memiliki smartphone, menggunakan media sosial rata-rata 3 jam/hari, terbuka terhadap hal baru.
Behavioral: Mencari nilai tambah dalam melakukan transaksi.
Pesan Kunci
Lucky Tours: Get more value behind your lucky journey?, yang memiliki arti bahwa Lucky Tours adalah tour dan travel yang memberikan nilai tambah untuk mementingkan kepuasan khalayaknya dalam menggunakan jasa Lucky Tours.
Anggaran
Rp 425.350.000
Evaluasi
Tahapan evaluasi yang digunakan adalah:
1. Tahap Input
Tahap Output
Tahap Outcomes
Setiap tahap memiliki tolok ukur dan instrumen masing- masing.
ABSTRACT
EXECUTIVE SUMMARY
Company Profile
Lucky Tours is a tour and travel agent at Jl. Ternate no.28 D, Jakarta. Established in Jakarta on October 16, 2001 by PT. Lucky Wisata Indah, Lucky Tours led by married couples, Latif Tanamas and Kurnia Ningsih.
Starting from a hobby for traveling, Latif and Kurnia make it turn to business. During these 13 years, Lucky Tours has become a company that developed and independent. Lucky Tours supported by skilled and experienced professionals who work in the field of tourism, and supported by qualified flight network system.
SWOT Analysis
Strengths
There?s a choice to customize your own trip, which fit with your budget. This is strength because usually another tour and travel has already fix package, and audiences can only choose that.
Incorporated in ASTINDO (Asosiasi Perusahaan Penjual Tiket Penerbangan), ASITA (Association of The Indonesian Tours & Travel Agencies), and IATA (International Air Transport Association) which Lucky Tours?s position has already guaranted and trusted.
24-hour service for client via phone. Client will get 24-hour service from Lucky Tours during the trip. Agent of Lucky Tours will always be ready to answer every question and help clients.
Payment by transfer ATM and credit card
Weaknesses
The low image of Lucky Tours
Don?t have PR division who has the responsibility to run their function.
The minimum activities of promotion and publication.
Not maintain the website well and not having any social media yet, so promotion and online publication not running often.
Not have branch offices, so that client?s access to Lucky Tours only at Jl. Ternate no.28 D, Jakarta.
Not various travel packages.
Opportunities
A trends expense for traveling on Indonesian society is increasing every year.
The increase of middle economic class in Indonesian society.
There are audiences that do not have the time to do research for travel.
Threats
There are other tour and travels which more famous than Lucky Tours. Competitors of Lucky Tours are Avia Tour, Wita Tour, and Obaja Tour (selected based on similarity services).
There is Indonesia backpacker community. It is a place where traveler can travel with cheaper cost because cost-sharing system.
Problem
The low image of Lucky Tours in audience sight.
Programs
Establishment of PR division
MPR through website and social media
Special event
Goal
Improving the positive image and educate the audiences about Lucky Tours?s services.
Target Audiences
Geographic: Based in North Jakarta and South Jakarta
Demographic: Men and women aged 20-34 years, with the level of SES in spending (Socio Economic Status) A (> Rp 3.000.000) until the SES B (Rp 2.000.000-Rp 3.000.000), set in a high school education, S1, S2, S3, and worked.
Psychographic: Having a lifestyle to travel (at least 3 times a year), have a smartphone, using social media with an average of 3 hours / day, open to new things.
Behavioral: Looking for value-added in the transaction.
Key Message
Lucky Tours: Get more value behind your lucky journey?, which means Lucky Tours is a tour and travel which give more value to prioritize the satisfaction of audiences.
Budget
Rp 425.350.000
Evaluation
The evaluation stages:
1. Input
II.Output
Outcomes
Each stage has indicator and instrument. , EXECUTIVE SUMMARY
Company Profile
Lucky Tours is a tour and travel agent at Jl. Ternate no.28 D, Jakarta. Established in Jakarta on October 16, 2001 by PT. Lucky Wisata Indah, Lucky Tours led by married couples, Latif Tanamas and Kurnia Ningsih.
Starting from a hobby for traveling, Latif and Kurnia make it turn to business. During these 13 years, Lucky Tours has become a company that developed and independent. Lucky Tours supported by skilled and experienced professionals who work in the field of tourism, and supported by qualified flight network system.
SWOT Analysis
Strengths
There’s a choice to customize your own trip, which fit with your budget. This is strength because usually another tour and travel has already fix package, and audiences can only choose that.
Incorporated in ASTINDO (Asosiasi Perusahaan Penjual Tiket Penerbangan), ASITA (Association of The Indonesian Tours & Travel Agencies), and IATA (International Air Transport Association) which Lucky Tours’s position has already guaranted and trusted.
24-hour service for client via phone. Client will get 24-hour service from Lucky Tours during the trip. Agent of Lucky Tours will always be ready to answer every question and help clients.
Payment by transfer ATM and credit card
Weaknesses
The low image of Lucky Tours
Don’t have PR division who has the responsibility to run their function.
The minimum activities of promotion and publication.
Not maintain the website well and not having any social media yet, so promotion and online publication not running often.
Not have branch offices, so that client’s access to Lucky Tours only at Jl. Ternate no.28 D, Jakarta.
Not various travel packages.
Opportunities
A trends expense for traveling on Indonesian society is increasing every year.
The increase of middle economic class in Indonesian society.
There are audiences that do not have the time to do research for travel.
Threats
There are other tour and travels which more famous than Lucky Tours. Competitors of Lucky Tours are Avia Tour, Wita Tour, and Obaja Tour (selected based on similarity services).
There is Indonesia backpacker community. It is a place where traveler can travel with cheaper cost because cost-sharing system.
Problem
The low image of Lucky Tours in audience sight.
Programs
Establishment of PR division
MPR through website and social media
Special event
Goal
Improving the positive image and educate the audiences about Lucky Tours’s services.
Target Audiences
Geographic: Based in North Jakarta and South Jakarta
Demographic: Men and women aged 20-34 years, with the level of SES in spending (Socio Economic Status) A (> Rp 3.000.000) until the SES B (Rp 2.000.000-Rp 3.000.000), set in a high school education, S1, S2, S3, and worked.
Psychographic: Having a lifestyle to travel (at least 3 times a year), have a smartphone, using social media with an average of 3 hours / day, open to new things.
Behavioral: Looking for value-added in the transaction.
Key Message
“Lucky Tours: Get more value behind your lucky journey”, which means Lucky Tours is a tour and travel which give more value to prioritize the satisfaction of audiences.
Budget
Rp 425.350.000
Evaluation
The evaluation stages:
1. Input
II.Output
Outcomes
Each stage has indicator and instrument. ]"
2014
TA-pdf
UI - Tugas Akhir  Universitas Indonesia Library