Hutasuhut, Irsan Malik (2017) Persepsi Pengguna Jasa Ojek Online Tentang Brand positioning Ojek Online di Jakarta (Studi Kualitatif Deskriptif pada Pengguna Jasa GO-JEK, GrabBike dan UberMotor di Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis persepsi pengguna jasa tentang brand positioning dari merek ojek online GO-JEK, GrabBike dan UberMotor di kota Jakarta. Penelitian ini menggunakan metode kualitatif jenis deskriptif dengan teknik pengumpulan data in-depth interview. Peneliti memilih informan dengan teknik purposive sampling dan teknik analisis data Miles dan Huberman yaitu reduksi data, penyajian data serta verifikasi. Penelitian ini melihat keseluruhan proses persepsi pengguna jasa ojek online tentang tentang brand positioning dari merek ojek online GO-JEK, GrabBike dan UberMotor mulai dari seleksi, organisasi sampai dengan interpretasi menggunakan pendekatan-pendekatan pembentuk positioning. Hasil penelitian ini menunjukkan bahwa para pengguna mempersepsikan GO-JEK sebagai pelopor ojek online, unik, murah dan mempunyai layanan yang lengkap dan bervariatif berdasarkan pendekatan atribute positioning, benefit positioning dan price positioning. Sedangkan GrabBike dipersepsikan para pengguna sebagai merek ojek online yang cepat tanggap, mempunyai pelayanan yang prima, murah dan memiliki promosi tarif yang beragam berdasarkan pendekatan atribute positioning dan price positioning dan UberMotor sebagai merek ojek online yang eksklusif dan bertarif ekonomis berdasarkan pendekatan product class positioning dan price positioning. Peneliti melihat persepsi konsumen tentang brand positioning tersebut dipengaruhi oleh beberapa faktor yang meliputi perhatian (faktor internal dan eksternal) serta faktor fungsional. Faktor internal berupa kebutuhan, sikap ataupun kebiasaan pengguna. Faktor eksternal berupa media promosi, konten promosi seperti promosi potongan tarif, intensitas penggunaan maupun aspek kebaruan atau hal yang tidak biasa yang ditemukan oleh pengguna. Serta faktor fungsional yang mempengaruhi persepsi seperti kebutuhan, pengetahuan, pengalaman dan latar belakang informan.
English Abstract
This study aims to identify and analyze service user interpretation of brand positioning by most competitive online motorcycle taxi, GO-JEK, GrabBike and UberMotor in Jakarta. This study uses qualitative descriptive method with in-depth interview as its data collection techniques. Researcher choses informants by using purposive sampling and Miles and Huberman as its data analysis techniques consists of data reduction, data presentation and verification. This study analyze at the overall process of user perception of online motorcycle taxi services about the brand positioning of online motorcycle taxis GO-JEK, GrabBike and UberMotor from the selection, organization to interpretation using positioning-forming approaches. The results of this study indicate that users perceive GO-JEK as a pioneer of online motorcycle taxi in Indonesia, unique, cheap and have a complete and varied service based on attribute positioning, benefit positioning and price positioning approach. GrabBike perceived by the service user as an online motorcycle taxi brand that is fast responsive, has excellent service, cheap and has a variety of tariff rates based on attribute positioning and price positioning approach and UberMotor as an exclusive and economical online motorcycle taxi brand based on product class positioning and price positioning approach. Researcher saw the differences of users perception is influenced by several factors including attention (internal and external factors) and functional factors. Internal factors such as needs, attitudes or habits of the users. External factors such as promotion media, promotion content such as fare trip discount, the intensity of use as well as the aspects of novelty or unusual things found by users. As well as the functional factors which influence the perception such as needs, knowledge, experience and background of the informants.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/453/051705275 |
| Uncontrolled Keywords: | Persepsi konsumen, Positioning, Brand positioning, Ojek online |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugiantoro |
| Date Deposited: | 21 Jul 2017 07:10 |
| Last Modified: | 11 Nov 2020 03:21 |
| URI: | http://repository.ub.ac.id/id/eprint/497 |
Preview |
Text
Irsan Malik Hutasuhut.pdf Download (5MB) | Preview |
Actions (login required)
 |
View Item |