Resume Jurnal Brand Trust Essay

4579 words - 19 pages

1. LATAR BELAKANG

Gaya hidup dan perkembangan jaman di tahun-tahun sekarang ini sudah jelas sangat berbeda dengan kehidupan pada masa sepuluh hingga dua puluh tahun yang lalu. Dimulai dari gaya hidup yang konvensional hingga berubah menjadi gaya hidup yang serba modern, cara berfikir yang berkembang menjadi lebih praktis dan tidak suka repot pun telah mengakar dan menjadi pola pikir yang sudah lazim. Disektor lain pertumbuhan penduduk yang semakin hari kian membludak sehingga mau tidak mau sebagai pemenuh kebutuhan masyarakat banyak perusahaan berlomba-lomba menyediakan berbagai macam kebutuhan masyarakat. Dari sandang, pangan dan juga papan. Tidak ketinggalan pula media transportasi. ...view middle of the document...

Semarang ibukota Jawa Tengah yang menjadi pusat keramaian di Provinsi Jawa Tengah dan juga merupakan salah satu kota besar di Indonesia yang telah lama memiliki pelayanan angkutan umum dengan taksi dan perkembangan armada taksi mulai meningkat dengan pesat pada akhir tahun 1980-an dimana perusahaan takso baru muncul dengan armada yang cukup besar.
Tabel 1.1
Perkembangan jumlah Armada Taksi Di Kota Semarang
No | Nama Perusahaan | <1980 | 1985 | 1990 | 1995 | 2000 | Januari 2005 |
1 | Tri Payung | 15 | 15 | - | - | - | - |
2 | 4848 | - | 5 | - | - | - | - |
3 | Atlas | - | - | 20 | 100 | 450 | 540 |
4 | Astria | - | - | - | 30 | - | - |
5 | Indra Kelana | - | -- | - | 30 | - | - |
6 | Puri Kencana | - | - | - | 40 | 40 | 42 |
7 | Centries | - | - | - | 40 | 60 | 100 |
8 | Kosti | - | - | - | 60 | 100 | 200 |
9 | Tugu Muda | - | - | - | - | 100 | 100 |
10 | Pandu | - | - | - | - | - | 100 |
JUMLAH | 15 | 20 | 20 | 300 | 410 | 1082 |
Sumber : Dinas Perhubungan Kota Semarang
Sebagaimana yang telah dikatakan sebelumnya, saran transportasi sudah menjadi saran yang lazim di kota-kota besar, begitu juga di Semarang. Seiring pertumbuhan perekonomian dan pembangunan yang semakin pesat pertumbuhan bisnis sarana transportasi umum dengan layanan pribadi seperti taksi pun kian menjamur.
Dengan banyaknya perusahaan taksi yang ada di Semarang, maka masing-masing perusahaan taksi harus tetap mempertahankan ekuitas merek agar pelanggan tidak beralih ke kedai kopi yg lainnya. Agar terlihat berbeda dan menarik bagi pelangga sudah pasti harus memiliki customer value jauh diatas merek-merek yang lain. Dan juga harus bisa meningkatkan keterlibatan emosi pelanggan sehingga pelanggan mempunyai ikatan dan keyakinan terhadap merek tersebut.
Sekarang perusahaan jasa trasnportasi taksi sudah menjamur di Indonesia. Salah satunya adalah perusahaan PT. Blue Bird Pusaka yang memfokuskan usahanya untuk melayani segala kebutuhan transportasi masyarakat. Blue Bird Group bukan hanya sekedar perusahaan taksi tapi telah menjadi bagian dari gaya hidup. Bermula dari hanya 25 taksi di tahun 1972, kini armada Blue Bird Group telah mencapai 21,000 yang tersebar disejumlah kota besar di Indonesia. Melayani lebih dari 8,5 juta penumpang setiap bulannya. Akan tetapi bukan hanya PT. Blue Bird Pusaka sendirian yang bergerak dibidang jasa transportasi ini, khususnya di Semarang sehingga hal ini menimbulkan oersaingan antar perusahaan jasa transportasi di Semarang.
Tabel 1.2
Perusahaan Taksi di Semarang
Nama Perusahaan | Alamat |
New Atlas | Telogo Bodas No 1 |
Puri Kencana | Rogojembangan Raya No 68 |
Cantries Multi Persada | Majapahit No 583 |
Pandu Persada Sarana Mukti | Kaligawe KM 4 / 46 |
Kosti Semarang | Pamularsih Raya No 15 |
Blue Bird Pusaka | Brigjen Sudiarto No 492 |
Satria Express Perdana | Bumi Rejo II No 9 |
Astrea | Telaga Bodas 57 Gajahmungkur |
Sumber : Dinas Perhubungan Kota Semarang 2009
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