| dc.contributor.advisor | Syarief, Rizal | |
| dc.contributor.advisor | Muhibuddin, Fuad Wahdan | |
| dc.contributor.author | Labiba, Tsamara Areta | |
| dc.date.accessioned | 2022-02-14T03:10:59Z | |
| dc.date.available | 2022-02-14T03:10:59Z | |
| dc.date.issued | 2020-10 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/111155 | |
| dc.description.abstract | Demand penyelenggaraan acara yang meningkat diikuti dengan meningkatnya persaingan dalam industri event organizer, membuat PT. Cari Karya Kreatif atau CARI EO harus memiliki brand yang kuat serta keunggulan bersaing untuk bisa bertahan dalam industri. Penelitian ini bertujuan untuk: (1) mengidentifikasi tingkat brand equity yang dimiliki oleh CARI EO, (2) mengidentifikasi kondisi competitive advantage yang dimiliki oleh CARI EO, dan (3) merumuskan strategi CARI EO yang dapat menjadi keunggulan kompetitif dalam bersaing. Metode penelitian yang digunakan adalah melalui observasi, kuesioner, wawancara, dan studi pustaka. Alur penelitian dimulai dari identifikasi karakteristik responden, mengukur ekuitas merek, melakukan wawancara dengan narasumber ahli, dan melakukan perumusan strategi menggunakan Brand Equity Dimension dan Porter’s Five Force. Hasil penelitian menemukan bahwa terdapat indikator brand equity yang memiliki nilai cukup dan beberapa aspek Porter’s Five Forces yang memiliki risiko tinggi sehingga diperlukan perumusan strategi. Kata Kunci: Brand Equity Dimension, Porter’s Five Force, keunggulan kompetitif, event organizer, strategi | id |
| dc.description.abstract | The increasing number of events followed by competition in the event organizer industry has made PT. Cari Karya Kreatif or CARI EO must have a strong brand and competitive advantage to survive in the industry. This study aims to: (1) identify the level of brand equity owned by CARI EO, (2) identify the conditions of competitive advantage that CARI EO has, and (3) formulate strategies that can be a competitive advantage for CARI EO. The research methods are using observation, questionnaires, interviews, and literature study. Starting from tracing information from respondents, measuring brand equity, conducting interviews with expert sources, and formulating strategies using Brand Equity Dimensions and Porter's Five Force. The results of the study found that there are indicators of brand equity that have sufficient value and several aspects of the Porter’s Five Forces that have high risk so that a strategy formulation is needed. Key words: Brand Equity Dimension, Porter’s Five Force, competitive advantage, event organizer, strategy | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Strategi Daya Saing dengan Pendekatan Competitive Advantage dan Brand Equity (Studi Kasus CARI EO) | id |
| dc.title.alternative | Competitiveness Strategy with Competitive Advantage and Brand Equity Approaches (Case Study of CARI EO) | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | Brand Equity Dimension | id |
| dc.subject.keyword | keunggulan kompetitif | id |
| dc.subject.keyword | Porter’s Five Force | id |
| dc.subject.keyword | event organizer | id |
| dc.subject.keyword | strategi | id |
| dc.subject.keyword | competitive advantage | id |
| dc.subject.keyword | strategy | id |
