DAFTAR ISI
Lembar Judul............................................................................................................ i Lembar Pengesahan ................................................................................................ ii Lembar Pernyataan................................................................................................. iii Kata Pengantar ....................................................................................................... iv Daftar Isi...................................................................................................................v Daftar Tabel ......................................................................................................... viii Daftar Gambar ........................................................................................................ ix Daftar Lampiran .................................................................................................... xii Intisari .................................................................................................................. xiii Abstract ................................................................................................................ xiv
BAB I PENDAHULUAN .......................................................................................1 1.1 Latar Belakang Masalah ................................................................................1 1.2 Rumusan Masalah .........................................................................................3 1.3 Pertanyaan Penelitian ....................................................................................4 1.4 Tujuan Penelitian ...........................................................................................4 1.5 Manfaat Penelitian .........................................................................................4 1.6 Alur Pikir dan Metode Penelitian ..................................................................5 1.7 Sistematika Penelitian ..................................................................................6
BAB II ANALISIS LINGKUNGAN EKSTERNAL ...........................................8 2.1 Faktor Hukum..............................................................................................10 2.1.1 Landasan Yuridis dan Kebijakan Pemerintah......................................10 2.2 Faktor Ekonomi ...........................................................................................14 2.2.1 Peningkatan Jumlah Kelas Menengah dan Pola Konsumsi .................14 2.3 Faktor Sosial Budaya...................................................................................18 2.3.1 Pergeseran Peran Wanita dalam Rumah Tangga .................................18 2.3.2 Perubahan Komposisi Penduduk .........................................................19 v
2.3.3 Tingginya Harga Properti dan Tren Hunian Vertikal ..........................20 2.3.4 Latar Belakang Pendidikan Orang Tua yang Semakin Tinggi ............22 2.4 Faktor Teknologi .........................................................................................23 2.4.1 Perkembangan Teknologi yang Signifikan ..........................................23 2.5 Konsekuensi Pengaruh Faktor Eksternal .....................................................24 2.5.1 Peluang ...............................................................................................24 2.5.2 Ancaman ..............................................................................................25
BAB III ANALISIS PASAR DAN PERSAINGAN ..........................................27 3.1 Metode Pengumpulan Data .........................................................................28 3.2 Data Observasi dan Profil Narasumber .......................................................30 3.3 Analisis Model Lima Kekuatan Bersaing ...................................................34 3.3.1 Analisis Kompetisi dari Adanya Rivalitas ...........................................34 3.3.2 Analisis Kompetisi karena Potensi Masuknya Pemain Baru ..............38 3.3.3 Analisis Kompetisi karena Adanya Produk Subsitusi .........................41 3.3.4 Analisis Kekuatan Tawar Pemasok ....................................................44 3.3.5 Analisis Kekuatan Tawar Pembeli ......................................................45 3.4 Kesimpulan Analisis Pasar dan Persaingan.................................................47
BAB 4 ANALISIS KONSUMEN ........................................................................49 4.1 Wawancara Individual Mendalam...............................................................49 4.1.1 Hasil Analisis .......................................................................................51 4.2 Survei...........................................................................................................54 4.2.1 Hasil Survei Konsumen .......................................................................58 4.3 Peluang dan Tantangan yang Dihadapi Pengelola TPA ..............................85
BAB V STRATEGI SEGMENTING, TARGETING, POSITIONING .............88 5.1 Strategi Segmenting .....................................................................................88 5.1.1 Segmentasi TPA ..................................................................................90 5.2 Strategi Targeting ......................................................................................100 5.3 Strategi Positioning ...................................................................................103 vi
BAB VI BAURAN PEMASARAN ...................................................................115 6.1 Produk ......................................................................................................115 6.2 Harga .........................................................................................................118 6.3 Tempat .......................................................................................................120 6.4 Promosi ......................................................................................................120
BAB VII RENCANA FUNGSIONAL ..............................................................125 7.1 Rencana Sumber Daya Manusia................................................................125 7.1.1 Rencana Struktur Organisasi .............................................................126 7.1.2 Kriteria SDM dan Proses Rekrutmen ................................................127 7.1.3 Upah dan Remunerasi ........................................................................129 7.2 Rencana Operasional .................................................................................130 7.2.1 Kegiatan Utama .................................................................................130 7.2.2 Denah dan Design Interior .................................................................134 7.3 Rencana Keuangan ....................................................................................136 7.3.1 Sumber Pendapatan ...........................................................................136 7.3.2 Biaya Operasional, Nilai Investasi dan Struktur Pembiayaan ...........140 7.3.3 Studi Kelayakan Bisnis ......................................................................150
BAB VIII RENCANA AKSI .............................................................................157 8.1 Kegiatan dan Waktu ..................................................................................157 8.2 Penanggung Jawab ....................................................................................162 8.3 Ukuran Kinerja ..........................................................................................162
DAFTAR PUSTAKA .........................................................................................163
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DAFTAR TABEL Tabel 1.1 Alur Pikir Studi dan Metode Penelitian ...................................................6 Tabel 3.1 Daftar Profil Narasumber .......................................................................33 Tabel 3.2 Perbandingan 5 TPA di Jakarta..............................................................34 Tabel 4.1 Daftar Sampel Wawancara.....................................................................51 Tabel 7.1 Sumber Pendapatan SkemaKemitraan .................................................138 Tabel 7.2 Sumber Pendapatan SkemaIndependen ...............................................139 Tabel 7.3 Rencana Biaya Operasional SkemaKemitraan ....................................141 Tabel 7.4 Proyeksi Biaya Operasional SkemaKemitraan ....................................142 Tabel 7.5 Rincian Investasi Skema Kemitraan ....................................................144 Tabel 7.6 Rencana Biaya Operasional Skema Independen ..................................146 Tabel 7.7 Proyeksi Biaya Operasional SkemaIndependen ..................................147 Tabel 7.8 Rincian Investasi Skema Independen ..................................................149 Tabel 7.9 Perhitungan Kelayakan Bisnis Skema Kemitraan - Pesimis ................152 Tabel 7.10 Perhitungan Kelayakan Bisnis Skema Kemitraan - Moderat.............153 Tabel 7.11 Perhitungan Kelayakan Bisnis Skema Kemitraan - Optimis .............154 Tabel 7.12 Perhitungan Kelayakan Bisnis Skema Independen - Pesimis ............155 Tabel 7.13 Perhitungan Kelayakan Bisnis Skema Independen - Moderat ...........155 Tabel 7.14 Perhitungan Kelayakan Bisnis Skema Independen - Optimis ...........156 Tabel 8.1 Kegiatan dan Waktu Realisasi .............................................................161
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DAFTAR GAMBAR Gambar 2.1 Pendapatan Domestik Bruto Indonesia ..............................................15 Gambar 2.2 Proyeksi Jumlah Kelas Menengaj Indonesia ......................................16 Gambar 3.1 Level Kompetisi TPA ........................................................................29 Gambar 4.1 Gambaran Responden berdasarkan Jenis Kelamin ............................58 Gambar 4.2 Gambaran Responden berdasarkan Usia ............................................59 Gambar 4.3 Gambaran Responden berdasarkan Latar Belakang Pendidikan ........59 Gambar 4.4 Gambaran Responden berdasarkan Pekerjaan ...................................60 Gambar 4.5 Gambaran Responden berdasarkan Status Pernikahan ......................60 Gambar 4.6 Gambaran Responden berdasarkan Pendapatan .................................61 Gambar 4.7 Gambaran Responden berdasarkan Jumlah Anak ..............................62 Gambar 4.8 Metode Penitipan Anak Pilihan Orang Tua berdasarkan Peringkat ...63 Gambar 4.9 Prioritas Orang Tua dalam Memilih TPA ..........................................65 Gambar 4.10 Gambaran Prioritas Orang Tua terkait Pilihan Pengasuh/Pendidik .................................................................................................66 Gambar 4.11 Gambaran Sosok yang Paling Menentukan dalam Pemilihan Metode Pengasuhan Anak.....................................................................67 Gambar 4.12 Media yang Paling Berpengaruh dalam Keputusan Pemilihan TPA ........................................................................................................................69 Gambar 4.13 Penilaian Responden terhadap Fasilitas CCTV di TPA ...................70 Gambar 4.14 Penilaian Responden terhadap Fasilitas Makanan Sehat .................71 ix
Gambar 4.15 Penilaian Responden terhadap Fasilitas Ruang Khusus untuk Anak Sakit .......................................................................................................................72 Gambar 4.16 Penilaian Responden terhadap Fasilitas Antar Jemput Anak ...........73 Gambar 4.17 Penilaian Responden terhadap Fasilitas Baby Spa/Baby Gym ........74 Gambar 4.18 Penilaian Responden terhadap Kurikulum TPA berbasis Agama ....74 Gambar 4.19 Penilaian Responden terkait Bahasa Pengantar dalam TPA ............75 Gambar 4.20 Penilaian Responden terkait Rasio Jumlah Pengasuh dan Anak......76 Gambar 4.21 Penilaian Responden terhadap Laporan Perkembangan Anak .........77 Gambar 4.22 Penilaian Responden terhadap Ketersediaan Psikolog dan Dokter Anak di TPA ..........................................................................................................78 Gambar 4.23 Penilaian Responden terhadap Fasilitas Homecare .........................78 Gambar 4.24 Penilaian Responden terhadap Desain Interior TPA ........................79 Gambar 4.25 Penilaian Responden terhadap Pertemuan Orang Tua .....................80 Gambar 4.26 Penilaian Responden terhadap Fasilitas Karya Wisata ....................81 Gambar 4.27 Price Sensitivity Meter : Harga yang terlalu Mahal .........................82 Gambar 4.28 Price Sensitivity Meter : Harga yang Terlalu Murah .......................83 Gambar 4.29 Price Sensitivity Meter: Terlalu Mahal tetapi Masih Terjangkau ....84 Gambar 4.30 Price Sensitivity Meter : Value for Money .......................................85 Gambar 5.1 Kerangka VALS .................................................................................90 Gambar 5.2 Delapan Segmen Kelas Menengah Indonesia ....................................94 Gambar 5.3 Segmentasi Keperilakukan Masyarakat Indonesia ...........................100 Gambar 5.4 Peta Persepsi Konsumen ..................................................................106 x
Gambar 5.5 Contoh Design Logo ........................................................................113 Gambar 6.1 Contoh Design Website....................................................................123 Gambar 6.2 Contoh Design Brosur ......................................................................124 Gambar 7.1 Struktur Organisasi ...........................................................................126 Gambar 7.2 Rencana Alur Rekrutmen .................................................................129 Gambar 7.3 Contoh Rancangan Ruang Bermain Kelas Bayi ..............................135 Gambar 7.4 Contoh Rancangan Kamar Tidur......................................................136
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DAFTAR LAMPIRAN
Lampiran 1 Hasil Wawancara Individual Mendalam - Profesional ....................169 Lampiran 2 Hasil Wawancara Individual Mendalam - Konsumen .....................178 Lampiran 3 Pertanyaan Survey Konsumen ..........................................................192 Lampiran 4 Contoh Formulir Pendaftaran Peserta Baru ......................................201 Lampiran 5 Contoh Kartu Iuran ...........................................................................202 Lampiran 6 Contoh Buku Penghubung/Komunikasi ...........................................203 Lampiran 7 Contoh Aktivitas Anak Usia0-2 Tahun ............................................204 Lampiran 8 Jenis Layanan Minimal dalam Taman Penitipan Anak ....................205
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