Adwin Pratama Anas

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  • PENGARUH PROGRAM MARKETING EDUCATION &

    ENTERTAINMENT (EDUTAINMENT) DEPT.

    TERHADAP CORPORATE IMAGE PT.

    REKREASINDO NUSANTARA

    OLEH :

    ADWIN PRATAMA ANAS

    A21108993

    JURUSAN MANAJEMEN

    FAKULTAS EKONOMI DAN BISNIS

    2012

    Diajukan Sebagai Salah Satu Syarat Guna

    Memperoleh Gelar Sarjana Jurusan Manajemen Fakultas Ekonomi

  • ABSTRAK

    Pengaruh Program Marketing Education & Entertainment (Edutainment) Dept.

    Terhadap Corporate Image PT. Rekreasindo Nusantara. Disusun Oleh : Adwin

    Pratama Anas. Pembimbing : Dr. Muhammad Ismail, SE., MSi. Dan Romi

    Setiawan, SE., MSM. Skripsi, Strata Satu, Fakultas Ekonomi dan Bisnis

    Universitas Hasanuddin 2012.

    Divisi pemasaran merupakan ujung tobak dari suatu perusahaan. Suatu

    perusahaan dituntut untuk terus menjaga eksistensi dari fungsi-fungsi pemasaran

    serta dituntut untuk terus kreatif dalam menciptakan program-program pemasaran.

    Dalam kasus perusahaan yang bergerak di bidang jasa tempat hiburan, divisi

    marketing dituntut untuk menjaga fluktuasi pengunjung tetap tinggi. Salah satu

    aspek pemasaran yang patut diperhatikan oleh perusahaan adalah Corporate

    Image dari perusahaan tersebut. Corporate Image dijelaskan dalam suatu teori

    yaitu terdapat 3 aspek, yaitu produk yang dibuat oleh perusahaan, kegiatan yang

    dilakukan oleh perusahaan, serta cara perusahaan berkomunikasi dengan

    pelanggan. Atas dasar tersebut PT. Rekreasindo Nusantara (Trans Studio

    Nusantara) membuat suatu divisi khusus yang dinamakan divisi Marketing

    Education & Entertainment (Edutainment).

    Atas dasar hal tersebut, penulis membuat penelitian yang bertujuan untuk

    meneliti adanya pengaruh Marketing Education & Entertainment Dept. terhadap

    Corporate Image Trans Studio Makassar. Setelah penulis melakukan penelitian

    dengan menggunakan metode deskriptif kuantitatif dengan analisis regresi linear

    sederhana, penulis mendapatkan hasil bahwa korelasi antara X dan Y adalah

    sebesar 0,925 atau 92,5%, sehingga dapat disimpulkan bahwa korelasi antara

    program Edutainment dengan Corporate Image positif dan hubungannya kuat.

    Program Edutainment member pengaruh sebesar 85,5% terhadap Corporate

    Image Trans Studio Makassar, untuk sisanya yaitu sebesar 14,5% dijelaskan oleh

    hal-hal yang lain.

    Kata kunci : Marketing Education & Entertainment Dept. Corporate Image,

    Marketing.

  • ABSTRACK

    The influence Marketing Education & Entertainment Dept. Program on The

    Corporate Image of PT.Rekreasindo Nusantara. Arranged by : Anas, Adwin

    Pratama. Lectured by : Dr. Muhammad Ismail, SE., MSi., and Romi Setiawan,

    SE., MSM. Minor Thesis, Bachelor Degree, Economics * Business Faculty,

    Hasanuddin University, 2012.

    Marketing Division is the main division of a company. The company needs

    to maintain its excistences and be creative to arrange marketing programs.In

    services industry especially in the entertainment area, marketing division has to

    keep the fluctuation of visitirs departure. There are three theories of corporate

    image which is important for marketing aspects. There are corporate activities,

    corporate social, and corporate communications.

    The purpose of this research is to analyze the influence of marketing

    education & entertainment dept. program on the corporate image of PT.

    Rekreasindo Nusantara (Trans Studio Makassar). The researcher used quantitative

    descriptive methods with simple linear regression analysis. Based on this research,

    it is known that the correlation of Edutainment program with corporate image is

    92,5 %. It is high and positive. Based on Rsquare score, we can understand that

    edutainment program give 85,5% influence to corporate image. The other 14,5%

    explained by the other variables.

    Key word : Marketing Education & Entertainment Dept., Corporate Image,

    Marketing.

  • DAFTAR ISI

    HALAMAN JUDUL ..................................................................................... i

    HALAMAN PENGESAHAN........................................................................ ii

    HALAMAN PENERIMAAN ........................................................................ iii

    ABSTRAK....................................................................................................... iv

    ABSTRACT .................................................................................................... v

    KATA PENGANTAR .................................................................................... vi

    DAFTAR ISI................................................................................................... ix

    DAFTAR GAMBAR ...................................................................................... xii

    DAFTAR TABEL........................................................................................... xiii

    BAB I PENDAHULUAN............................................................................... 1

    1.1 Latar Belakang....................................................................................... 1

    1.2 Rumusan Masalah.................................................................................. 6

    1.3 Tujuan Penelitian................................................................................... 6

    1.4 Manfaat Penelitian................................................................................. 6

    1.5 Sistematika Penulisan ............................................................................ 7

    BAB II LANDASAN TEORI ....................................................................... 9

    2.1 Pengertian Pemasaran............................................................................ 9

    2.2 Konsep Pemasaran................................................................................. 11

    2.3 Pengertian Citra Perusahaan (Corporate Image)................................... 13

    2.3.1 Pengertian Citra (Image) ............................................................. 13

    2.3.2 Pengertian Citra Perusahaan (Corporate Image) ........................ 13

    2.4 Pengertian Pendidikan (Education) ....................................................... 19

    2.5 Pengertian Hiburan (Entertainment)...................................................... 20

    2.6 Kerangka Pikir ....................................................................................... 23

    2.7 Hipotesis ................................................................................................ 24

  • BAB III METODOLOGI PENELITIAN .................................................... 25

    3.1 Jenis Penelitian ...................................................................................... 25

    3.2 Tempat Penelitian .................................................................................. 26

    3.3 Metode Pengumpulan Data ................................................................... 26

    3.4 Jenis dan Sumber Data .......................................................................... 27

    3.5 Populasi dan Sampel.............................................................................. 28

    3.5.1 Populasi ....................................................................................... 28

    3.5.2 Sampel ......................................................................................... 28

    3.6 Metode Analisis..................................................................................... 30

    3.7 Definisi Operasional .............................................................................. 31

    BAB IV GAMBARAN UMUM..................................................................... 33

    4.1 Sejarah berdirinya Trans Studio Makassar ............................................ 33

    4.2 Visi dan Misi Perusahaan ...................................................................... 38

    4.2.1 Visi Trans Studio......................................................................... 38

    4.2.2 Misi Trans Studio ........................................................................ 38

    4.3 Pembagian Tugas .................................................................................. 39

    4.4 Program Education & Entertainment Trans Studio .............................. 44

    4.4.1 Pengertian Program Education & Entertainment........................ 44

    4.4.2 Sumber-Sumber Peserta Edutainment ......................................... 44

    4.4.3 Program - Program Edutainment................................................. 45

    4.4.4 Tujuan Program Edutainment...................................................... 46

    BAB V ANALISIS PENELITIAN DAN PEMBAHASAN......................... 47

    5.1 Karakteristik Responden........................................................................ 47

    5.2 Penentuan Range ................................................................................... 49

    5.3 Deskripsi Variabel Program Edutainment dan Perhitungan Skor ......... 50

    5.4 Deskripsi Variabel Corporate Image dan Perhitungan Skor ................ 51

    5.5 Analisis Validitas dan Reliabilitas......................................................... 52

    5.5.1 Analisis Validitas......................................................................... 52

    5.5.2 Analisis Reliabilitas..................................................................... 54

  • 5.6 Uji Asumsi Klasik ................................................................................. 55

    5.6.1 Uji