NURCAHYONO, NURCAHYONO (2012) STRATEGI PEMASARAN PRODUK VSAT KUBAND PADA LAYANAN INTERNET DENGAN PENDEKATAN ANALISA FIVE PORTERS DAN FUZZY SWOT (STUDI KASUS PT.X DI INDONESIA). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
To answer the increasing number of demand for internet in Indonesia with low market penetration in comparison to the large number of population and national geographical conditions with a lot of islands, the research of telecommunications networks access is required. Kuband based VSAT technology is a possible solution that is technically able to be applied (Widodo, 2005). This research tries to analyze the positioning of Kuband VSAT products in Indonesia’s market by using Porters Five analysis and to determine the choices of strategies for marketing development of Kuband VSATproducts by using Fuzzy SWOT analysis. This research is conducted on PT.X in Indonesia by using questionnaire data of seven respondents who have competences in the field of VSAT Kuband. Five Porters analysis results reveal that the opportunities of Kuband VSAT products are quite competitive with the Middle value. For External factors the greatest obstacles are the threat of competitors (83%) and the threat of product’s substitutions (57%). The results of Fuzzy SWOT analysis set the coordinates of SWOT matrix in Weak Threat position (-0.64, -1.05) for Pessimistic condition, in Strength Opportunity position (1.74, 1.73) for Probable condition and in Strength Opportunity position (2.97, 3.08) for Optimistic condition. These results indicate that Kuband VSAT products is in Strength Opportunity (SO) quadrant. Therefore aggressive marketing strategy by using Strength to benefit existing Opportunity can be applied. Key words: Internet, VSAT, Kuband, Five Porters, SWOT, Fuzzy SWOT Untuk menjawab peningkatan kebutuhan akan internet di Indonesia yang masih memiliki penetrasi pasar yang rendah dibandingkan dengan jumlah populasi yang besar dan kondisi geografis yang merupakan negara kepulauan, dibutuhkan penelitian akan akses jaringan telekomunikasi. Teknologi VSAT berbasis Kuband merupakan sebuah kemungkinan solusi yang secara teknis memungkinkan untuk diterapkan (Widodo,2005). Penelitian ini mencoba melakukan analisa posisi produk VSAT Kuband pada pasar Indonesia menggunakan analisa Five Porters dan menentukan pilihan strategi untuk pengembangan pemasaran produk VSAT Kuband menggunakan analisa Fuzzy SWOT. Penelitian ini dilakukan pada PT.X di Indonesia dengan menggunakan data kuisioner dari tujuh responden yang memiliki kompetensi di bidang VSAT Kuband. Hasil analisa Five Porters dapat dinilai peluang produk VSAT Kuband masih cukup kompetitif dengan nilai Middle. Faktor eksternal dengan nilai hambatan terbesar adalah ancaman kompetitor (83%) dan ancaman produk pengganti (57%). Hasil analisa Fuzzy SWOT menempatkan koordinat matrik Fuzzy SWOT untuk kondisi Pessimistic di posisi Weak Threat (-0.64, -1.05), kondisi Probable di posisi Strength Opportunity (1.74,1.73) dan kondisi Optimistic di posisi Strength Opportunity (2.97,3.08). Dengan hasil tersebut menunjukkan produk VSAT Kuband pada kuadran Strength Opportunity (SO), yang dapat diterapkan strategi pemasaran agresif menggunakan kekuatan untuk memanfaatkan peluang yang ada. Kata kunci: Internet, VSAT, Kuband, Five Porters, SWOT, Fuzzy SWOT
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-554-12-014 |
| NIM/NIDN Creators: | 55408110008 |
| Uncontrolled Keywords: | Internet, VSAT, Kuband, Five Porters, SWOT, Fuzzy SWOT, Internet, VSAT, Kuband, Five Porters, SWOT, Fuzzy SWOT |
| Subjects: | 600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan > 621 Applied Physics/Fisika terapan |
| Divisions: | Pascasarjana > Magister Teknik Elektro |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 06 Apr 2022 04:25 |
| Last Modified: | 12 Jul 2022 04:45 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59485 |
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