ANALISIS HUBUNGAN ADVERTISING AGENCY-CLIENT PADA MMS DREAM TEAM (PT MEDIA MULTIKREASI SPOURINDO) JAKARTA

MARISKHA ANDHIKA PUT, Dr. Ike Janita Dewi, MBA.

2015 | Tesis | S2 Manajemen

MMS DREAMteam (PT. Media Multikreasi Spourindo) merupakan fullservice agency, berbasis di Jakarta dan telah berdiri sejak tahun 2007. Layanan dari MMS DREAMteam mencakup advertising, production house, strategi pemasaran dan komunikasi, konseptualisasi kreatif, desain multimedia, video production, hingga event execution dan brand activation. Dalam bisnis advertising agency, terdapat urgensi untuk mengelola hubungan yang erat dan jangka panjang antara advertising agency dengan kliennya. Oleh karena itu penelitian ini bertujuan untuk menganalisis hubungan antara advertising-agency dengan klien yang terjadi pada MMS DREAMteam. Selain itu, penelitian juga menjelaskan tahap-tahap advertising agency – client relationship yang terjadi pada MMS DREAMteam Jakarta. Kemudian mengenai construct dari advertising agency - client relationship serta network relationship yang terbentuk pada advertising agency - client dalam setiap tahapan. Penelitian ini dibatasi hanya pada klien-klien dari MMS DREAMteam yang masih aktif hingga saat ini. Metode yang digunakan dalam penelitian ini adalah deskriptif dengan pendekatan kualitatif yang bertujuan untuk mengetahui proses dalam membangun hubungan pada perusahaan advertising agency MMS DREAMteam dengan para kliennya. Data primer digunakan dengan wawancara kepada pihak agency (Managing Director, Creative Director, Project Manager, dan Account Executive) serta kepada pihak klien (Trakindo, Rollitrans, dan Navigat). Hasil yang diperoleh dari penelitian mengungkapkan bahwa relationship marketing yang terjadi pada MMS DREAMteam selaku agency dengan kliennya terdiri atas tiga tahapan hubungan, sesuai dengan tiga tahap Gronroos, yaitu: 1) initial stage, 2) buying process, dan 3) consumption phase. Kemudian, construct relationship pada advertising agency - client relationship di MMS DREAMteam didasari atas kepercayaan dan komitmen; dan kepuasan dan loyalitas. Terakhir, network relationship yang terbentuk pada advertising agency - client relationship yang terjadi pada MMS DREAMteam adalah jaringan yang terjadi antara klien dengan segala aktivitas dan departemen-departemen dalam organisasi yang ada di belakangnya; serta hubungannya dengan aktivitas produksi dan administrasi yang dilakukan oleh agency dalam sebuah project. MMS DREAMteam selain memiliki in-house capacity untuk mengerjakan sebuah project, juga menjalin kemitraan dengan vendor lain, baik untuk media placement maupun production, sehingga melibatkan adanya industri-industri lain.

MMS DREAMteam (PT. Media Multikreasi Spourindo) is a full-service agency based on Jakarta and established since 2007. MMS DREAMteam services covers advertising, production house, marketing strategy and communication, creative conceptualisation, multimedia design, video production and event execution and brand activation. On advertising agency business, there is an urgency to manage close and long-term relationship between advertising agency and their clients. This research aimed to analyse the relationship between advertising agency, whereby done by MMS DREAMteam, and their clients. In addition, this research describes also the stages of advertising agency – client relationship related to MMS DREAMteam Jakarta. And discuss about construct of advertising agency – client relationship on each stages as well as network relationship that is formed in advertising agency - client for each stages. This research is intentionally limited only to active MMS DREAMteam’s client. Methodology used for this research is descriptive qualitative research approach with the objective to elaborate the process of relationship development in an advertising agency of MMS DREAMteam with their clients. Primary data obtained from interview towards advertising agency parties (Managing Director, Creative Director, Project Manager and Account Executive) and towards their clients (Trakindo, Rollitrans and Navigat) The result showed that relationship marketing related to MMS DREAMteam as an agency with their clients, consists of three relationship stage of Gronroos; which are 1) initial stage, 2) buying process, and 3) consumption phase. Other than that, construct relationship on advertising agency – client relationship in MMS DREAMteam is based on trust and commitment; as well as satisfaction and loyalty. And lastly, the network relationship establishment, on advertising agency – client relationship in MMS DREAMteam, is network occurred between client and all activities as well as organization departments behind them, and also their relation with production and administration activities conducted by agency on a project. MMS DREAMteam have in-house capacity to carry out a project, and built a partnership with other vendor, either for media placement or production, so it would involves other industries.

Kata Kunci : adverting agency-client relationship, relationship marketing, construct relationship, network relationship, MMS DREAM team