Wanodyanti, Niken Dyah (2018) Formulasi strategi pemasaran program english as second language (esl) pada pt pendidikan prima utama. Masters thesis, Institut Pertanian Bogor.
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Abstract
PT Pendidikan Prima Utama as a provider of English education service has been marketing its program in Tangerang Selatan. One of PT Pendidikan Prima Utama's education programs is English as Second Language (ESL). The ESL program is an English language skills enhancement program that focuses on English as a communication medium. This ESL program is offered with a package system and immersed into the intracurricular school. PT Pendidikan Prima Utama has not reached its target for two years. Therefore, the company needs to evaluate both the management of the company and the client. This research was conducted in South Tangerang district schools whom are PT Prima Utama's clients. The schools are TK Al Azhar 19, TK Al Falaah, SDI Al Azhar 15, SDI Al Falaah, SDI At Taqwa, SDI Al Hidayah, and SMP Al Falaah. Data were collected through surveys with the help of questionnaires. Interviews were conducted with the management of the company and headmasters. Data collection with questionnaires was distributed to teachers of ESL implementers. The sampling technique in this research is done by purposive sampling. The criteria for selecting the sample are consumers who are clients of PT Pendidikan Prima Utama (headmasters and teachers of ESL implementers) and management of PT Pendidikan Prima Utama as internal parties. The number of respondents researched was as many as 72 people. The number of teachers as the implementor is 62 people. The headmasters are seven people. Management of the company are as many as three people. This research is included in the process of Customer Development Model (CDM) at the customer creation stage. Customer creation aims to provide an experience that drives market demand directly to the company's sales channel. Phases done in customer creation are the current identification of BMCs, consumer perception surveys, and BMC improvements. The method used for the analysis of consumer perception is SERVQUAL with five dimensions (tangible, reliability, responsiveness, assurance, and empathy). This analysis aims to find out how good or bad the services provided by the service provider is to its customers. This research has measured gap 5 which is the gap between services experienced and services expected by the customer. Consumer survey results are used for the current corporate BMC improvement. Evaluation of old marketing strategies and new BMCs are used to formulate new marketing strategies. The results of this study show that BMC currently does not fulfill the needs of clients. This can be demonstrated from the results of consumer perceptions, both from headmasters and teachers of ESL implementers showing large and negative gap scores on tangible dimensions and reliability dimensions. Headmasters score gap for tangible dimension of -1.81 and the reliability dimension of -1.07. Teachers of ESL implementers score gap for tangible dimension of -0.71 and reliability dimensions of -0.48. This is consistent with paired sample t test and perception on tangible and reliability dimensions showing sig.2-tailed values below α (0.05), then H0 is rejected. This means that the expectations and perceptions of PT Prima Utama's clients at the 95% significance level are significantly different. The perception or view of the service that has been received by the client is still substantially below the client's expectation. This has an impact on the improvement of BMC for the elements of value propositions, channels, customer relationships, key resources, key partnerships, key activities, cost structures, and revenue streams. The formulation of the marketing strategy to be undertaken is the main strategy of providing holistic services and the 7P marketing mix strategies. The managerial implications that need to be done by PT Pendidikan Prima Utama are the improvement of tools, service improvement, and ESL program development.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Business Model Canvas, Customer Development Model, persepsi konsumen, SERVQUAL Business Model Canvas, consumer perception, Customer Development Model, SERVQUAL |
| Subjects: | Manajemen Strategi |
| Depositing User: | SB-IPB Library |
| Date Deposited: | 06 Mar 2019 02:00 |
| Last Modified: | 06 Mar 2019 02:00 |
| URI: | http://repository.sb.ipb.ac.id/id/eprint/3315 |
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