Strategi PT GO-JEK Indonesia dalam membentuk brand image di benak konsumen

Poluan, Pincanny Georgiana (2015) Strategi PT GO-JEK Indonesia dalam membentuk brand image di benak konsumen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Jakarta memiliki luas wilayah 664,01 km2 dan jumlah penduduk yang padat, mencapai 10.075.300 orang dan dengan tingkat mobilisasi yang tinggi. Hal tersebut membuat kemacetan menjadi suatu masalah yang belum terselesaikan bagi Jakarta. Berangkat dari permasalahan tersebut, Nadiem Makarim membangun PT GO-JEK Indonesia, sebagai perusahaan aplikasi yang menghubungkan pengemudi ojek dengan konsumen pertama. Sebagai sebuah brand yang baru dibentuk dan beroperasi, Go-Jek berupaya untuk membentuk brand image yang positif di masyarakat. Pembentukan brand image yang positif itu akan memberikan keuntungan bagi Go-Jek untuk dapat bertahan dan bersaing di masa yang akan datang. Untuk itulah, diperlukan penelitian untuk mengetahui bagaimana strategi PT GO-JEK Indonesia dalam membentuk brand image di benak konsumen. Penelitian ini menggunakan pendekatan kualititaf dengan metode penelitian studi kasus. Pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara dan observasi non-partisipan; data sekunder berupa studi kepustakaan dan dokumentasi. Wawancara dilakukan kepada dua perwakilan dari PT GO-JEK Indonesia sebagai key informan dan juga kepada pengguna Go-Jek sebagai informan. Hasil penelitian ini menunjukkan bahwa strategi yang digunakan Go-Jek berfokus pada konsumen, yaitu dengan memaksimalkan pelayanannya, menginformasi konsumen, dan memberikan inovasi layanan. Penelitian ini juga menunjukkan bahwa strategi yang diterapkan Go-Jek itu berhasil membentuk brand image yang positif dan sesuai keinginan perusahaan. / Jakarta has 664,01 km2 total region and massive number of population, which is 10.075.300 people with high degree of mobilization. It makes traffic jam become one unsolved problem in Jakarta. Thus, Nadiem Makarim built PT GOJEK Indonesia, as the first application company that is connecting ojek driver to customer. Being a new established brand, Go-Jek has the intention to build brand image in customer’s mind. That positive brand image will benefit Go-Jek to keep up and compete in the future. Therefore, a research about PT GO-JEK’s strategy to build a positive brand image in customer’s mind is needed. This research uses the qualitative approach with case study method. The data collection is carried out through interviews and non-participant observation as the sources of primary data; literature and document study as secondary data. Two representatives from PT GO-JEK Indonesia are the key informants for this research and Go-Jek users as the informant. The result of this research shows that strategies used by Go-Jek are consumer oriented, which are maximizing service, keeping the customer informed, and giving innovations. This research also shows that those strategies are successful in building a positive and favorable brand image in public.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Poluan, Pincanny GeorgianaNIM04120120015UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorLeksmono, Desideria Lumongga DwihadiahNIDN0302116901UNSPECIFIED
Uncontrolled Keywords: strategy ; pt go-jek indonesia ; brand image
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:01
Last Modified: 08 Sep 2020 08:13
URI: http://repository.uph.edu/id/eprint/977

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