BUILDING THE BRAND LOYALTY THROUGH COMMUNITY EMPOWERMENT: MITRA TACO CASE

• Main Author: Utama, Satria
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74325
• Institution: Institut Teknologi Bandung

This final project will discuss about the Community Empowerment program in company PT. Tangkas Cipta Optimal (Taco) as producer of interior products mainly High-Pressure Laminates (HPL) with main customers are small medium enterprise (SME) in woodworkers and furniture makers. The program is named Mitra Taco and was founded in August 2021 in the backdrop of economic slowing down due to pandemic COVID 19. The initial objective is to empower the SME through a series of coaching programs both online and offline. By end of 2022 the program already covered 3.873 SME across the nation. This research is conducted to find the best model of community empowerment that significantly impacts brand loyalty. The final project starts with identifying the business issues faced by Taco followed by the appropriate literature review, analysis, and finally concluded with proposed improvement of the Mitra Taco program that create maximum impact both for the SME and company to achieve its goals. Qualitative research method is used in this final project. Data is using primary source from the Mitra Taco members through online survey and in-depth interviews. The broader objective of the research is also to prove that community empowerment can have a significant impact to the business result not limited to building the brand image of the company that doing goods by conducting CSR program. The study is expected to encourage other companies in the industries empower the SME (60.5% GDP and 96.9% employment) for the wealth of the nation.