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"ABSTRAKPenelitian ini menganalisis kasus evaluasi atas strategi televisi multiplatform yang dijalankan oleh NET. menggunakan teori Industrial Organization dengan model analisa Market Structure, Conduct dan Performance. Perangkat ini membedah bagaimana aplikasi strategi multiplatform dijalankan oleh NET. Strategi multiplatform semula dilakukan untuk mengadaptasi perubahan cara masyarakat dalam mengonsumsi media, namun akhirnya tak lagi dioptimalkan karena krisis keuangan yang melanda NET. Hasil temuan menunjukkan bahwa dalam menganalisis struktur pasar multiplatform, selain struktur pasar televisi juga semestinya mempertimbangkan struktur pasar digital. Hal ini disebabkan strategi multiplatform melibatkan distribusi produk melalui pasar televisi dan pasar digital. Implikasinya produk yang dihasilkan juga harus menyesuaikan dengan kompetitor dan tipe khalayak dari dua pasar yang berbeda.

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ABSTRACTThis study analyzes the case evaluation of a multiplatform television strategy run by NET. using Industrial Organization theory with Market Structure, Conduct and Performance analysis models. This tool dissects how multiplatform strategy applications are run by NET. The multiplatform strategy was initially carried out to adapt the changes in the way people consume media, but ultimately it was no longer optimized due to the financial crisis that hit NET. The findings show that in analyzing the multiplatform market structure, besides the television market structure it should also consider the structure of the digital market. This is due to the multiplatform strategy involving the distribution of products through the television market and digital market. The implication is that the resulting product must also adapt to competitors and the type of audience from two different markets."

"Perlambatan eknonomi skala dunia telah membuat industri mobil mewah di beberapa negara besar kesulitan untuk mempertahankan penjualan mereka. Beberapa perusahaan dapat mempertahankan performa penjualannya, beberapa yang lainnya tidak. Perusahaan yang bertahan pada masa ini mengindikasikan bahwa pangsa pasar mereka tidak terlalu terpengaruh oleh kondisi global dan bahkan terus meningkat. Mereka yang bertahan adalah perusahaan skala internasional yang telah menerapkan aktivitas engagement kepada pelanggan secara langsung yang biasa disebut Customer Brand Engagement (CBE). Secara khusus, aktivitas ini menargetkan interaksi langsung antara pelanggan dengan suatu merek. Untuk memperluas pangsa pasarnya, perusahaan kendaraan mewah membutuhkan partisipasi dari pelanggan. Skripsi ini mengulas keterlibatan pelanggan di dalam CBE untuk memperluas pangsa pasar di industry kendaraan mewah. Maka dari itu, pertanyaan utama dari riset ini adalah:Bagaimana Partisipasi Pelanggan memiliki efek kepada Customer Brand Engagement (CBE) untuk mencapai Keunggulan Kompetitif? Skripsi ini diharapkan dapat memperluas riset di bidang industri kendaraan mewah. Secara spesifik, untuk memanfaatkan teori fundamentasl seperti: Resource-Based View dan Dynamic Capabilities View. Berdasarkan teori-teori ini, diusulkan lima strategi utama, yaitu: Research-Offline dan Purchase-Online antar sumber, Customer Success Team, Haptic Experience Design, Brand Community Events, dan Fully Immersive Virtual Reality System. Dalam hal ini, Haptic Experience Design dan Fully Immersive Virtual Reality System dianggap sebagai yang paling relevan untuk mencapai keunggulan kompetitif diantara perusahaan kendaraan mewah lainnya. Selain itu, skripsi ini juga menemukan bahwa partisipasi pelanggan pada tingkat yang menengah akan lebih berdampak pada kinerja penjualan di industri kendaraan mewah.

Global economic slowdown has made luxury automobile industry in several big countries struggle to maintain their global sales. Some companies could maintain their performance, but some couldn`t. The one who survive indicates that their market share is less affected by the global condition and even continuous to rise. Among them are the international players of the industry that have applied direct-based engagement activities with their customers, known as Customer Brand Engagement (CBE). In particular, this activity addresses direct interactions between a focal customer and a specific brand. In order to expand its market share, luxurious automobile companies need customer participation. This paper reviews the involvement of customer participation in the CBE activity in order to increase their market share within luxurious automobile industry. On that note, the main research question is: How does Customer Participation affect Customer Brand Engagement (CBE) to Achieve Competitive Advantage? This paper expects to fill the gaps in the luxury automobile industry research. Specifically, by utilizing fundamental theories such as: Resource-Based View and Dynamic Capabilities View. Based on these theories, five main strategies are proposed. Namely: Research-Offline and Purchase-Online cross channel strategy, Customer Success Team, Haptic Experience Design, Brand Community Events, and Fully Immersive Virtual Reality System. In this regard, the Haptic Experience Design and Fully Immersive Virtual Reality System are considered as the most relevant strategy to achieve competitive advantage. Furthermore, this paper also founds that customer participation at a moderate level will have more impact to the sales performance in the luxury automobile industry."