Optimalization Data Processing Result of Integrated Media Plan System (IMPLANS) to PT. CS Media Customer Satisfaction

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1 Applied Mechanics and Materials Online: ISSN: , Vol. 234, pp doi: / Trans Tech Publications, Switzerland Optimalization Data Processing Result of Integrated Media Plan System (IMPLANS) to PT. CS Media Customer Satisfaction ANGGA a and FORD LUMBAN GAOL B 1 Graduate Program in Information Technology, Jakarta, Indonesia 2 F Bina Nusantara University Jakarta, Indonesia fgaol@binus.edu Keywords: e-servqual, Media Plan, Customer Satisfaction, IMPLANS Abstract. This study is motivated by the difficulty of determining the strategic placement of advertising material on television, in the media world is often called the Media Plan. A common deficiency is the long turnaround time strategy is less precise data. This can affect the user satisfaction data plan media strategy is the customer of PT. CS Media. Integrated Media Plan System (IMPLANS) was built to help the media strategy plan in order to maintain customer satisfaction, but it is still necessary to study the factors that can influence factors of IMPLANS to customer satisfaction. The purpose of this study is to optimize the data processing of IMPLANS to customer satisfaction. The methodology used in this study is a quantitative 17 users at PT. CS Media. The results of questionnaire were analyzed using multiple linier regression against the hypothesis of the influence of each variable. Also done some data validity to support the level of confidence of the survey results. The result of this study, there are three e-servqual variables significantly to customer satisfaction, that is Responsiveness, Flexibility, and Ease of navigation. Based on this study found some more optimal system development. Introduction Competition in the commodity industry today is very tight. Various kinds of strategies adopted to introduce their new products and make a profit. Strategy in the field of technology and marketing also have them take. To introduce their new products to its customers they are trying to find a new marketing strategy. One of these strategies can they travel through the medium of television. The medium of television is one medium that is readily accepted the item-content by viewers. So that the television media is very strategic in introducing new products. Therefore, this strategy is not easy and cheap that the imagined. Any strategy would need planning, such as placement and financial planning. To obtain financial advice and a good placement is required a media agency to conduct media strategy called media plan. Media Plan is a plan recommendation for distributing advertising materials will be in place in the available television spots. Media Plan is done by someone in the media world is known as a Planner. As the name implies, the planner makes a plan includes planning the use of funds (budget), the right selection of target audience (viewers), and timing when such advertising material aired on television. All media activities plan done by man, where man must have a deficiency. Inaccuracies in the calculation of the use of budget, target audience selection, and selection of air-time is not right. Weakness that are common and greatly affect the company s business processes in media agency is a slow process media plan, and the lack of accuracy of the data and recommendation. The core of the problems that occurred in the media plan process; Human error in the making of media plan. It takes a long time in the process of media plan. The media plan data are less precise / less satisfying customer. Lack of data management on the process of media plan. All rights reserved. No part of contents of this paper may be reproduced or transmitted in any form or by any means without the written permission of Trans Tech Publications, (ID: , Pennsylvania State University, University Park, USA-05/03/16,19:12:47)

2 Applied Mechanics and Materials Vol Based on business processes and the formulation of the problem above, this study aims to measure how much the customer satisfaction within data generated IMPLANS to customer of CS Media, provide input to optimize to improve customer satisfaction, and evaluate the performance of IMPLANS. The result of this study is expected as an input for CS Media to improve customer satisfaction by using IMPLANS, improve performance IMPLANS in serve the accurate data, and introducing IMPLANS as a tool for media planners and benchmark for the other media plan system. This study has objectives to measure customer satisfaction of the application IMPLANS in reaching a decision and it works fine. The study will take material from one media agency engaged in the media placement is CS Media. Division is taken as material is a media planner division, where the media plan activities performed by this division. The company at this time only serve advertising in Jakarta, and will focus on television advertising. The IMPLANS Media Plan. Media planning and media placement decisions is very important in advertising and public information campaigns [2]. The effectiveness of an advertising depends on the product being advertised and execution characteristics, such as the quality of the ad itself, ad size and location of the medium [11]. Decision to choose the right medium in the campaign is not easy. Over the past two decades, there has been a revolutionary growth in the number of TV channels and radio stations, magazines, newspapers and outdoor media along with the advent of the internet [2]. The problem nowadays, while media planning tools remain the same, other forms of media, media that consumers use, the abundance of alternative thin media and formats and the emergence of new electronic forms of interactive media has radically changed the way media is used and consumed by viewers [16]. To get a very good media plan needs to consider two criteria: Reach and Effect. Where the criteria of Reach focuses attention on the number of viewers, listener, and readers of the media, and the composition of the audience, while the criteria Effect focuses on variables that affect how advertising can influence the audience [2]. By calculating the campaign, the advertiser tries to asses to what extent and how often the target group can be reached during the campaign. A successful campaign must reach parts of the target group to get impact [14]. Integrated Media Plan System. In this study will address a media plan system called Integrated Media Plan System (IMPLANS), a media plan that has been computerized and integrated. Systematization media plan has been carried out since 1975 by E. Brian Bimm and Allan D. Millman. The name of media plan system that they develop called SOLEM stand for Strategic Objective Logical Efficient Media Planning. The advantage gained from the development of this plan is: To provide a uniform basis for development and evaluation of the consistency of the strategy and media planning. Able to adjust to significant market price increases through the inclusion of cost efficiency as an integral variable. Ability to optimize the delivery of media control in the face of anti-inflationary government spending. Be prepared to answer What if and How many associated with the budget and priorities. Provide a total managerial control over the development of media plan. Customer Satisfaction. Customer satisfaction is overall evaluation of the performance of an offer [7]. Customer satisfaction is often defined as ratio of post-purchase customer between prepurchase customer and acceptable performance [17]. Feeling of satisfaction is the result of comparison between the perceptions of the performance of a product and hope [12]. Psychological evaluation process, provide an understanding of the expectations, desires, experiences, and performance that can affect consumers attitude [9].

3 104 Applied Mechanics and Industrial Technologies Satisfying customer is an important element to remain competitive in the world of business in today s competitive global. Improve customer satisfaction is very important for marketing [15]. Many companies are focusing on issues of service quality improvement in order to encourage a high level of customer satisfaction [8]. Customer satisfaction has been found to be an important mediator between perceived service quality to customer loyalty [1]. Customer satisfaction has also contributed to the positive word from mouth to mouth and increased use of the product, which in turn increases consumer spending future [3]. Finally, satisfaction may lead to increased cross-selling and up-selling [10]. At basic level, customer satisfaction is clear that the level of utility or satisfaction derived from consumption may affect how he/she spends money. The desire may be related to the satisfaction gained from previous consumption [6]. In the world of information system there are several factors of a product/service in the form of software or web that affect customer satisfaction, namely: information quality, system quality, service quality, reduction of time consumption, convenience, trust, saving cost and time [9]. IMPLANS Methodology. This study will analyze the optimization data processing result of IMPLANS to the CS Media customer satisfaction. Data collection for this study analysis using primary and secondary data. After primary and secondary data collected, data will be processed by regression analysis and the validity and reliability. After the result obtained, trough this study we can know that data result of IMPLANS able to satisfy the internal customer or not, how and what needs to be optimized. Research Variable. There are 11 variables that categorize the electronic Service Quality (e-sq [13]: 1. Reliability: 2. Responsiveness. 3. Access. 4. Flexibility. 5. Ease of Navigation. 6. Efficiency. 7. Assurance/trust. 8. Security/privacy. 9. Price Knowledge. 10. Site aesthetics. 11. Customization/personalization:. From 11 variables above, may be taken as a variable source for this study in internal customer satisfaction for application IMPLANS [13]. Population and Sample. To investigate the customer satisfaction, data will be taken using questionnaires. Questionnaire will be distributed to user the planner at CS Media. Planner at CS Media total of 17 (seventeen) people, so it will take a sample of the population that is 17 (seventeen) sample. Questionnaire will be shared intentionally and simultaneously to the respondent. From graph Fig 1, seen that the revenue CS Media have increase. In 2009 which is the beginning of development IMPLANS, earnings CS Media is also pretty good increase. When in 2010 and 2011 in which the optimization IMPLANS do have a positive impact on corporate earnings as well. It indicates that optimization of the data processing IMPLANS affect the revenue increase, and also prove that customer satisfaction at CS Media is also increasing. For the user have a significant changes in working time. Based on Table 1, planner make media plan with manual method takes an average of 6 to 15 minutes. After using IMPLANS, planner make media plan on average takes about below or equal to 5 to 10 minutes. This indicates that by using IMPLANS, media plan process undertaken by the planner to be faster than manually processing.

4 Applied Mechanics and Materials Vol Figure 1. Income CS Media. TABLE I. CHARACTERISTIC IMPLANS USER No Characteristic classification Total 1 Time working media plan manually 6-10 minutes minutes 6 16 minutes 5 2 Time working media plan using IMPLANS 5 minutes minutes 7 Sistem Analysis. There are a lot of optimization that occurred in this study. Changes in the document flow and a reduction in jobs that allow the duplication of work. As seen in Fig 2. Planner only need to see one database in IMPLANS, but in the manually work they need to see two database. At Fig 3. Planner must connect to Buyer, they must bring the media plan to Buyer, this job make planner more slower to do media plan. But with IMPLANS planner no need to connect with Buyer. Buyer can directly access the media plan to process the Purchase Order. Duplication of work is common occur at finance division. As seen in fig 4. Finance must process a lot of data that may have been done by the Buyer, such as checking media plan, log proof, media actual, and invoice. With IMPLANS those jobs not need to happen, Finance only need to confirm and make invoice to client. Figure 2. Client and Planner Process.

5 106 Applied Mechanics and Industrial Technologies Figure 3. Planner and Buyer Process. Figure 4. Buyer and Finance Process. Validity Test. Based on Table II in mind that all the internal questionnaire instruments have significant alpha value less than 0.05, thus the instruments used in this study is valid. TABEL II. VALIDITY TEST Reliability Test. This study used the formula of Alpha Croncbach formula, the formula is used for alpha test of reliability can be divided into several sections so as to anticipate the possibility of valid items whose numbers are difficult to be shared with odd, even, as well as other.

6 Applied Mechanics and Materials Vol TABEL III. RELIABILITY TEST Reliability Statistics Cronbach's Alpha N of Items Based on Table III obtained that alpha croncbach value = This value lies between 0.8 to 1, it can be said that all items about the variable X is Reliable. This is indicated by magnitude of the calculated reliability values greater than So that items can be used for further analysis variables.. Multiple Regression. Based on multiple regression result can be concluded that significant variables are, Responsiveness, Flexibility, and Ease of Navigation because of sig value < alpha value (0.05). TABEL IV. COEFFICIENT ALPHA With the result that regression model is: Customer Satisfaction = 0,75 + 0,860 Responsiveness + 0,469 Flexibility 0,329 Ease of Navigation TABEL V,. ANOVA By looking Table V (sig = 0.00 < alpha = 0.005) it can be conclude that the model is mean. To see the effect of independent variables on the dependent variable, we can learn from value of R Square x 100%, so the influence of three independent variables on dependent variables are: 0,930 x 100% = 93%. So the influence of independent variables on dependent variables by 93%, while the remaining 7% is influenced by other variables that are not in this study.

7 108 Applied Mechanics and Industrial Technologies Conclusion With this study and evaluation of data processing results of IMPLANS, all problem said before at CS Media have been overcome. Human error in the media plan process has been reduced. Not only fast, IMPLANS also provide timely and accurate data in accordance with customer needs and also planner. Management data is stored neatly and safely. With the result of regression analysis that can significantly affect to customer satisfaction is responsiveness, flexibility, and ease of navigation of IMPLANS. References [1] Akbar, M. M., & Parvez, N. (2009). Impact of Service Quality, Trust, and Customer Satisfaction on Customer Loyalty. ABAC Journal Vol. 29, No. 1, [2] Bronner, F., & Neijens, P. (2006). Audience experiences of media context and embedded advertising. International Journal of Market Research, [3] Danaher, P. J., & Rust, T. R. (1996). Indirect Financial Benefits from Service Quality. Quality Management Journal, [4] Duncan, T. (2005). Principles of Advertising and Imc. New York: McGraw-Hill, pp [5] E. Brian Bimm, A. D. (1978). A Model for Planning TV in Canada. Journal of Advertising Research Volume 18, Number 4, [6] Fornell, C., Rust, R. T., & Dekimpe, M. G. (2010). The Effect of Customer Satisfaction on Consumer Spending Growth. Journal of Marketing Research, [7] Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, [8] Kumar, V., Smart, P. A., Maddern, H., & Maull, R. S. (2008). Alternative perspectives on service quality and customer satisfaction: the role of BPM. International Journal of Service Industry Management Vol. 19 No. 2, [9] Lee, K., & Joshi, K. (2007). An Empirical Investigation of Customer Satisfaction with Technology Mediated Service Encounters In The Context of Online Shopping. Journal of Information Technology Management Volume XVIII, [10] Li, S., Sun, B., & Wilcox, T. R. (2005). Cross-Selling Sequentially Ordered Products: An Application to Consumer Banking Services. Journal of Marketing Research, [11] Malthouse, E. C., & Calder, B. j. (2010). Media placement versus advertising execution. International Journal of Market Research Vol. 52 Issue 2, [12] Oliver, R. L., & Swan, J. E. (1989). Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction. Journal of Customer Research, [13] Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, [14] Pelsmacker, P. D., Geuens, M., & Vermier, I. (2004). The importance of media planning, ad likeability and brand position for ad and brand recognition in radio spots. International Journal of Market Research,

8 Applied Mechanics and Materials Vol [15] Pham, M. T., Goukens, C., Lehmann, D. R., & Stuart, J. A. (2010). Shaping Customer Satisfaction Through Self-Awareness Cues. Journal of Marketing Research Vol. XLVII, [16] Pilotta, J. J., Schultz, D. E., Drenik, G., & Rist, P. (2008). Simultaneous media usage: A critical consumer orientation to media planning. Journal of Consumer Behaviour Vol. 3, [17] Zeithaml, V. A., Berry, L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 1 12.

9 Applied Mechanics and Industrial Technologies / Optimalization Data Processing Result of Integrated Media Plan System (IMPLANS) to PT. CS Media Customer Satisfaction /