PRESIDENT UNIVERSITY

INTERNSHIP REPORT

PT. TIGA PILAR SEJAHTERA FOOD, Tbk.

By:
Rocky Simon Hia
Faculty of Business Marketing 2013
014201300134
August 2016

LETTER OF INTERNSHIP COMPLETION

This report is submitted by Rocky Simon Hia, in order to fullfill the requirements for
Internship subject in President University. It has been received and found to be fit to be
submitted.

Therefore I approve and recommend this internship report for final

submission.

Cikarang Baru, August 30th 2016

Submitted By:

Rocky Simon Hia

014201300134

ii

TABLE OF CONTENTS

Letter of Completion .............................................................................................. i

Table of Contents..................................................................................................... iii
Preface ..................................................................................................................... v
Chapter I

Introduction ....................................................................................... 1
1.1 Background of University .............................................................. 1
1.2 Background of Internship .............................................................. 1
1.3 Objectives of Internship ................................................................ 2
1.4 Benefits of Internship .................................................................... 3

Chapter II Company Profile ................................................................................ 4

2.1 History of Company ...................................................................... 4
- Brief History ............................................................................... 4
- Business Activities ...................................................................... 5
2.2 Vision and Mission ....................................................................... 6
2.3 Organization Structure .................................................................. 6
2.4 Core Values ................................................................................... 7
2.5 Product and Services ..................................................................... 8
2.6 Review on the Organization Growth and Trend ........................... 10
Chapter III Internship Activities .......................................................................... 12
3.1 Job Purpose ................................................................................... 12
3.2 Job Responsibility ......................................................................... 12
3.3 Working Relation .......................................................................... 13
3.4 Challenges ..................................................................................... 13
3.5 Internship Milestones .................................................................... 13
Chapter IV Personal Results ................................................................................ 15
4.1 Knowledge .................................................................................... 15
4.2 Skills .............................................................................................. 15
4.3 Self-development .......................................................................... 16

iii

Chapter V Conclusion and Recommendation ................................................... 17

5.1 Conclusion ..................................................................................... 17
5.2 Recommendation ........................................................................... 17
- Recommendation to Company .................................................... 17
- Recommendation to University .................................................. 17
Appendices .............................................................................................................. 19
Appendix 1: Photos ............................................................................. 19
Appendix 2: Questionnaire ................................................................. 21
- Before ........................................................................... 21
- After ............................................................................. 24
Appendix 3: Request Letter ................................................................ 29
Appendix 4: Proposal to Supermarket ................................................ 30
Appendix 5: Biweekly Report ............................................................. 31
Appendix 6: Internship Evaluation by Supervisor .............................. 38
Figure 1: Company Grup Structure ..................................................... 6
Figure 2: TPS Food Organization Structure for Marketing & MKBK 7
Figure 3: Products of TPS Food .......................................................... 8
Figure 4: Products of TPS Rice ........................................................... 9
Figure 5: Products of TPS Palm and Oil ............................................. 9

iv

PREFACE

An internship program is the starting point for us to learn about real working situation
and the intern can be used for their future career. Thereby, me as an Internee would like
to give gratitude towards every people who support to me during the internship program.
The intern had a chance to take the program especially for me at PT. Tiga Pilar Sejahtera
(TPS) Food, Tbk.
Firstly, the intern would like to give the deepest gratitude toward Almighty God for HIS
grace during the period. Mrs. Genoveva Claudia as the Head of Management Study
Program who allowed the intern take the internship program in the 9th semester, Mr.
Jhanghiz Syahrivar who was my internship mentor that always support the intern with
great advice and motivation, Mr. Edi Purwanto, the Director of Internship and Career
Centre (ICC), and Ms. Lina, the professional coordinator of ICC, who always provided
information guidance about internship program by time manner structurally.
The intern also would like to give gratitude toward PT. Tiga Pilar Sejahtera Food, Tbk.
to opening the vacancy for internship program at the Company, especially for the intern
on-site supervisor Ms. Dwi Fani Mayasari as Brand Manager of TPS Rice, Mr.
Trisnawan Widodo as the Head of TPS Academy and Ms. Nancy Fransiska Gill as TPS
Academy assistant who had always assist the intern and having a wonderful memory
and precious working experience as Marketing Staff in TPS Rice Division. After all,
hopefully this final internship report can help the reader to know about activities and
lessons they can get as the intern of PT. Tiga Pilar Sejahtera Food, Tbk.. I realize that
this report might still far away from perfection. However, I will try my best to write this
report so it might be helpful for the readers.

Cikarang, August 2016

Author

CHAPTER I
INTRODUCTION

1.1 Background of University

President University is strategically located in Jababeka Education Park in
Kota Jababeka. It is surrounded by the Jababeka Industrial Estate with more than
1,500 national as well as multinational companies from 30 nations. As a relatively
young university with about 4,500 total student body at the moment, not only are
the classes conducted in English to instill global perspectives and improve
competitiveness, but President University is also equipped with an internationalstandard curriculum which was prepared and developed by world-class
academics. This is in line with the universitys vision to become a world-class
university that produces leaders in their respective fields and communities. As its
motto, Where tomorrows leaders come together, the university prepare the
students with PRESIDENT value which describes Passion, Responsibility,
Excellence,

Sincerity,

Inclusiveness,

Dedication,

Entrepreneur

Spirit,

Nationalism, Trendsetter. In order to create the next future leaders, one of

universitys main program is internship program.

1.2 Background of Internship

An internship is defined by the National Society for Experiential Education
(NSEE) as: a carefully monitored work or volunteer experience in which an
individual has intentional learning goals and reflects actively on what he or she is
learning throughout the experience. Internships are planned and closely
supervised hands-on work-related learning experiences providing the students
with a chance to gain important knowledge and skills in a career related that may
or may not be directly related to their academic coursework. An internship
provides exposure to career fields of businesses and interests. By putting the
internship as the compulsory subject of the university, President University
recognizes the importance of experiential learning opportunities for both the

educational advancement of students and the growth of host employers businesses

and organizations.
The objective of President University to provide internship program for
students is to enhance practical learning and a sense of responsibility to prepare
the students to be ready to face the work field prior to graduation. Every student
is assisted by one mentor from the university in order to help students seek advice,
insights, supervision, and motivation during the program. In internship place,
students certainly will also have one mentor supervisor on site. Through this
internship program, students could gain much knowledge and expected to be
ready to face the work field when the time comes.

1.3 Objectives of Internship

The intern choose this company because this company are a great well-known
company and the intern wouldnt evade this great oportunity to gain lot of
knowledge, personal self-development and experience. Meanwhile the intern are
expected to apply theory in the work place and also expected to gain several
objectives through the completion of this program, which include:
1.

Provides the real working experience to the intern, in order to prepare the
intern in facing the professional work world after graduate from university.

2.

To equip students with the required (both technical and soft) skills for
working in an organization or a company.

3.

To help the intern in developing their abilities to achieve performance goals

based on their responsibilities and duties.

4.

To help the intern on getting a real-field view on how the organization or a

company is running and learn from the industry professionals.

5.

To maintain a good relationship and larger the connection between the

university and the cooperating organization to educate and produce high
quality graduates.

6.

To facilitate the intern on increasing network with companies for the future
employment after graduate from university.

7.

To know and to get the real condition from customer insights on the internee
project as a marketing staff.

1.4 Benefits of Internship

1.4.1.

Gaining real-world, practical work experience. Familiarize ourselves

with the problem faced in the real world.

1.4.2.

Networking with industry professionals that may assist with the

permanent employment endeavors.

1.4.3.

Developing professional skills, including interpersonal skills, teamwork,

and time management.

1.4.4.

Earning

college

credit

while

meeting

University

graduation

requirements.
1.4.5.

Giving solution to the company related to the result of the internee

project as a marketing staff.

CHAPTER II
COMPANY PROFILE

2.1 History of Company

Brief History
The Company was founded by 3 pioneers, namely Joko Mogoginta, Budhi
Istanto, and Priyo Hadisutanto (Deceased) under the name of PT Tiga Pilar
Sejahtera in 1992 with dry vermicelli and dry noodle as its main products. The
Company continued to develop and established a new factory in Karanganyar,
Central Java in 1995.
In 2000, the Company marked its history by establishing a 25 Ha integrated
food factory in Sragen, Central Java. The factory produces various ready-to-cook
and ready-to-eat food, aside from vermicelli and dried noodles, such as instant
noodles, biscuits and snacks (TPS Food).
In 2002, the Company applied advance management system to achieve
sustainable improvement in productivity and efficiency. In addition, in order to
improve its management quality, the Company upgraded its capacity with the
achievement of ISO 9001:2000 certification. The Company further strengthened
its existence as it listed its shares in Indonesia Stock Exchange in 2003, and
changed its name to PT Tiga Pilar Sejahtera Food Tbk with ticker code AISA.
This was performed through backdoor listing process in which the Company
acquired PT Asia Inti Selera, a producer of Ayam 2 Telor brand egg noodle.
In 2008, the Company entered oil palm plantation business through the
acquisition of PT Bumiraya Investindo and received Best Consumer Goods
Industry Public Listed Company award in the same year. In 2010, the Company
entered rice business through the acquisition of PT Dunia Pangan, which engaged
in rice trading sector, and rice factory of PT Jatisari Srirejeki.
In 2011, TPSF became one of the companies in A List of the Top 40 Best
Performing Listed Company list of Forbes Indonesia Magazine. In 2012, TPSF
received Indonesia Best Corporate Transformation award from SWA Magazine.
In addition, TPSF received Asias Best Companies 2014 award for Best Small
Cap category from Finance Asia and was included in 20 Rising Global Stars list
from Forbes Indonesia in 2014.

Business Activities
According to the Companys Articles of Association, the Company conducts
business activities in the field of trading, industry, plantation, agriculture,
electricity and services. Until 2015, the Company has been involved in Trading,
Industrial and Plantation activities. Such activities are being undertaken by its
three business divisions, namely Food Division or TPS Food, Rice Division or
TPS Rice and Palm Oil Division or TPS Palm Oil.
Food business from TPS Food is the initial business of TPSF and remains as
one of the the major contributors in the Companys business development.
Products from TPS food are, among others, dried noodles, instant noodles (snack),
dried vermicelli, instant vermicelli, snacks, biscuits and candies. In 2015, TPS
Food intensively proceeds with the marketing strategy implemented in the
previous year, such as branding activity, promotion, creation of new packaging,
and product innovation.
At the end of 2010, the Company started its rice business by acquiring PT
Dunia Pangan. Coming into existence in the field of staple food business, TPS
Rice which focuses on the processing and distribution of rice operates several
rice processing plants in strategic locations which are close to rice barn areas in
Indonesia. By applying Paddy to Rice business model, TPS Rice clearly sets
itself apartfrom its competitors which are mostly small traditional rice milling
companies located throughout the nation. In 2015, TPS Rice had a production
capacity of 480.000 ton per year, with the location of rice factories in West Java
and Central Java.
TPS Palm Oil, through its subsidiaries, engages in the business of oil palm
plantation and mill. For organic development, TPS Palm Oil optimizes the
internal process of seeding, planting, caring, harvesting, and post-harvest
handling to reap better yields in a more efficient way. Meanwhile, for inorganic
development, through the subsidiaries, TPS Palm Oil acquired five palm oil
plantation companies in 2010, namely PT Mitra Jaya Agro Palm, PT Airlangga
Sawit Jaya, PT Charindo Palma Oetama, PT Muarabungo Plantation, and PT
Tugu Palma Sumatera. Furthermore, in 2012, the Company acquired PT Tandan
Abadi Mandiri, followed by PT Golden Plantation as well as PT Persada Alam
Hijau through PT Golden Plantation in the end of 2014.
To expand its business, the Company, through PT Golden Plantation,
acquired PT Bailangu Capital Investment in 2015. By the end of 2015, TPS Palm
Oil has a total planted area of 24,452 Ha. By strengthening those three divisions,
the Company is able to move forward with an effective strategy to achieve its
vision and mission, develop its business, promote the well-being of its employees,
secure its value for the stakeholders, and give contribution to Indonesian
economic development.

2.2 Vision and Mission

Vision
To become a Nation-wide visionary company that builds Indonesia, to become
great and successful in the food and related businesses with reputable name
and contribute to improve social welfare.
Mission
1.
2.
3.
4.
5.
6.

To provide quality goods and services and innovative in food and related
businesses which is able to create added value for all our customers.
To become a great company by building a double track system in our
organization: The good people and the good system.
To build a culture of discipline and learning People to maximize the strength
of our employees and our organization.
To posses strength as multinational company, with agility as a small business
company.
To uphold the values of professionalism and Good Corporate Governance.
To consistently provide benefits above market standards on Shareholders
funds.

2.3 Organization Structure

Figure 1: Company Group Structure, Subsidiaries and Affiliates

Source: TPS Food Annual Report 2015

CEO

MARKETING RICE &

MKBK DIRECTOR

HEAD OF
MARKETING RICE

NATIONAL SR SALES
MANAGER HORECA

BRAND
MANAGER

BRAND
MANAGER

SALES MANAGER
HORECA

ASS BRAND
MANAGER

ASS BRAND
MANAGER

HEAD OF
MARKETING MKBK

BRAND
MANAGER

BRAND
MANAGER

ASS BRAND
MANAGER

ASS BRAND
MANAGER

BRAND
MANAGER

ADM
MARKETING

ADM
MARKETING

Figure 2: PT. Tiga Pilar Sejahtera Food, Tbk. Organization Structure for Marketing Rice
Division and MKBK (Dry Noodle and Dry Vermicelli)
Source: TPS Academy Data 2016

2.4 Core Values

Here is the Core Value at PT. Tiga Pilar Sejahtera Food, Tbk.:
1.

Integrity
Consistency between the actions with the values, principles and beliefs

2.

Culture of Discipline
Fulfilling responsibility within a framework and timeline

3.

Strength of Agility
The capability to be greater and faster

4.

Teamwork
Interaction, coordination and communication in achieving common goals

5.

Continuous Improvement
Kaizen, a continuous effort to improve the on going processes in an
organization

2.5 Product and Services

TPS Food Food Division

Figure 3: TPS Food Products

Source: TPS Food Annual Report 2015

TPS Food produces basic food and consumer food. Basic food is a type of
product that has to be processed before being consumed. This type of product is
commonly used by food stalls and vendors as cooking ingredients for foods to be
served to end-consumers. Basic food product consists of dried noodles, and
vermicelli. Basic food products produced by TPSF are, among others, Superior,
Ayam Dua Telor, Filtra, Taman Jagung and Bihunku. These products are
available in various sizes and shapes to suit the needs of consumers. TPSF has
presently become one of the market leaders of dried vermicelli and dried noodles
products in Indonesia.
Consumer food is a type of product that can be directly consumed by endconsumers. Consumer food consists of Instant Noodles (snack), Biscuits, Candies,
and Snacks. Some of consumer food products produced by TPSF are Mie
Kremezz, Mikita, Growie, Gulas and Taro. Food products produced by TPSF
have met the quality requirements and received Indonesia National Standards
(SNI) certificate. One of TPSFs factories, PT Tiga Pilar Sejahtera, in Sragen
received Gold Rank of SNI Awards 2015 at Large Goods Organization for Food
and Agriculture Sector category.
TPS Rice Rice Division
The Company produces various rice products in accordance with the needs
and taste of the public, in which the products are divided into two classifications:
branded pack rice and branded bulk rice. Branded pack rice consists of Ayam
Jago, Maknyuss, Desa Cianjur, Rojolele Dumbo, Jatisari and Instana Bangkok.
Branded bulk rice consists of Kepala Jago Hijau, Al Platinum, Kiwi, Putri padi,
Golden Land and others. TPSF commits to continuously meet the needs of the
public, one of which is realized through the quality of the produced rice.
8

Figure 4: Some of TPS Rice Products

Source: TPS Food Annual Report 2015

In addition to complying with the quality regulations in Indonesia National

Standard (SNI) 6128:2008, rice products produced by TPSF have been certified
with ISO 22000:2005, namely Food Safety Management System. All rice
products are processed with state-of-the-art technology to produce rice that is free
from 3P, namely bleach (Pemutih), preservatives (Pengawet) and fragrance
(Pewangi). In addition to direct selling to end-user consumers through
distributors, TPSF collaborates with a number of leading Hotels, Restaurants and
Catering Services (Horeka) in Indonesia to supply rice.
TPS Palm and Oil Palm and Oil Division
The total concession area of oil palm plantation owned by TPSF is 74,340
Ha, in which 33% from the total area is planted area. Currently, TPSF has oil palm
mill in the plantation owned by PT Bumiraya Investindo (BRI) with production
capacity of 30 tons FFB/hour.

Figure 5: TPS Palm and Oil Products

Source: TPS Food Annual Report 2015

2.6 Review on the Organization Growth and Trend

Within the last few years, in line with business transformation process
implemented since 2009, TPSF has developed through the combination of
acquisition and internal development pattern. With the commitment to
continuously improve Company values over time, both of the methods are capable
of improving the Companys performance and its contribution to Indonesias
development.
In 2015, TPSF continues to create innovations, from marketing strategy in all
media to product innovation with emphasis on unique selling value. The Company
focuses on the company development that covers improvement in production
capacity, market share and distribution network. Changes in product policy based
on high margin product, accompanied with widespread penetration on general
trade, lead to the Companys posession of limitless innovation that focuses on
company development.
The Company is aware that one of efforts to achieve a sustainable business is
by developing an excellent Human Resources (HR). For the Company, HR is a
valuable and vital assets in supporting the Companys growth. In carrying out its
business activities, HR is considered as strategic partner and become an important
element in creating quality products for all customers.
In order to develop the competence of HR, the Company provides special
training and education in accordance with respective field to support the
Companys improvement. The Company also encourages all HR to play bigger
role in fulfilling their duties and responsibilities. The Companys effort to develop
skill, character, and competence of employees is adjusted to philosophy of HR
management, namely The Companys Success is Determined by the Good People
and Good System.
Reliable Human Resources (HR) is an important asset to support business
operational in the field of information system. Therefore, the Company recruits
Information Technology (IT) HR through a tight and competitive selection to
ensure the recruited employee candidate has the competence level in accordance
with the determined standard. Periodically, the Company also organizes external
and internal training, both in technical and non-technical areas to boost the
competence of each individual in accordance with the direction of system
development within the Company. IT HR is expected to have capability in making
strategic planning and to update the IT system, and improve the flow of business
process in accordance with the current development.
IT Department is fully responsible for providing various Information
Technology solutions that supports the Companys business growth. Improving
the efficiency of business process is the main duty of IT Department within the
Company. In entering 2016, the IT Department has prepared strategy and plan
that has been adjusted to the Companys business plan, namely:

10

Developing IT services for work flow approval that can be accessed by

employees anywhere without office LAN network, thus provides a more
flexible service;
Building cloud server for document sharing to facilitate the Head of Division
to share data and information to users in the organization, including if the
data are needed by external parties, such as external auditor, marketing
agency, and others;
Planning Sales Force Automation (SFA) implementationas apart of important
program to increase the Companysproducts sales via sales application in
platforms such as smartphone and tablet;
Continuing business process standardization of ERP system in TPS Rice and
TPS Food, thus data synchronization and cleansing data process can facilitate
consolidation plan, improving time efficiency, reducing total power required
for the process, and the accuracy of the consolidated data can be accounted;
and
Continuing BI dashboard development for TPS Palm Oil.1

Cited from TPS Food Annual Report 2015

11

CHAPTER III
INTERNSHIP ACTIVITIES

PT. Tiga Sejahtera Food, Tbk is a company that focused in three main activities:
TPS Food, TPS Palm and Oil, and TPS Rice. During internship I was accepted in this
Company and placed in TPS Rice division. TPS Rice categorized their products into
several level from premium to low cost hygience rice, and each level has its own
Brand Manager. I was placed especially in marketing department, as my supervisor is
the brand manager of premium rice in TPS Rice. My personal communication is with
my supervisor and the main brand manager in TPS Rice.
As my main project, weve discussed and I was given a task to find a problem
that encounter in TPS Rice now. The problem was the sales of Beras Ayam Jago as
TPS Rice premium product still not match with the expectations. With another
competitor in the level, Beras Ayam Jago wasnt the most expensive price but still
lose to its competitor. I was given this problem to analyze what was the main problem,
and weve already accepted with this problem will be forwarded as my Thesis title.

3.1 Job Purpose

The main purpose of the Internee at PT. Tiga Pilar Sejahtera Food, Tbk. is to
find out customer insights on Brand Equity towards purchasing decision
through Beras Ayam Jago as premium rice product of TPS Food.

3.2 Job Responsibility

The interns should do the job responsibility below:

Research about companys problem and giving related problem title to be

researched in the future.
Collect data, journals, opinion and result from several previous research
related to the problem.
Creating and discussing questions to be asked, both quantitative and
qualitative for companys purpose.
Spreading request letter to several supermarkets in Jakarta and Tangerang, go
to the main office.
Analyze each product and its competitor on both traditional trade and modern
trade in several places
Discuss every result analyzed with the head of Brand Manager once two
weeks.
Creating a small open question through the problem, via direct and indirect
question (social media).
Check the price gap (price difference) between products sold in several
Modern Trade.
12

Report on how the companys product displayed (the product placement in

the supermarket) to the Brand Manager.
Follow up on the progress of each supermarkets answer that already sent
request letter.
Analyze and report on how people decision to buy rice in Modern Trades on
a medium to low class environment.

3.3 Working Relation

The intern working relation were closer to Marketing and Human Resources
Department. If some staff from Marketing and Human Resources, even from
another division needed help, the intern would ready to serve their request.

3.4 Challenges
During internship period (3 months and 2 weeks) the intern faced several
challenges and mistakes as:

Irrelevant questions
The intern are having several challenges on doing and creating the
questionnaire. There are some questions that are not needed by the
company, and its considered irrelevant. Several changes on the questions
also challenging for the intern.
Time Management
The intern would reach more to do if I can control time management wisely.
Some unexpected barrier that coming making the time needed are more
longer. The intern also learned on how to doing several things in a period
of time so there would be no time wasted.

3.5 Internship Milestones

Week 1-2

Research about companys problem and giving related problem title to be

researched in the future.
Discussing topics title for the Thesis Proposal with Brand Manager
Revision for the Thesis Proposal title

Week 3-4
Filling the Thesis proposal
Collect data, journals, opinion and result from several previous research
reated to the problem.

13

Week 5-6

Creating and discussing the questionnaire, both quantitative and qualitative

method for companys purpose.
Questionnaire revision (see more on the appendix).

Week 7-8

Go to campus to ask for a request letter of application that will be

distributed to supermarkets. (see more on the appendix).

Discuss every result analyzed with the head of Brand Manager.

Week 9-10

Spread/distribute the request letter to doing a research through several

supermarkets: Hypermart Puri Indah, Hypermart Metropolis Tangerang,
Carrefour TangCity, Lottemart Meruya, Giant & Hero Bintaro, Ranch
Market Kalideres.
The supermarkets refer me to their main office. When I went to the main
office, all I get is a negative response. Even more ranch market and farmer
market said there cant be a research on their supermarkets. The other are
giving a long time to respond but also wanted giving suggestions to the
questionnaire.

Week 11-12

Follow up on the progress of each supermarkets answer that already sent

request letter.

Analyze each product and its competitor on both traditional trade and
modern trade in several places.

Week 13-14

Creating a small open question through the problem, via direct and indirect
question (social media).

Check the price gap (price difference) between products sold in several
Modern Trade.

Report on how the companys product displayed (the product placement in

the supermarket) to the Brand Manager.

Analyze and report on how people decision to buy rice in Modern Trades
on a medium to low class environment.

14

CHAPTER IV
PERSONAL RESULTS
PT. Tiga Pilar Sejahtera Food, Tbk. had helped the intern to achieve the purpose of
Internship in President University. The intern have got a lot of experience, new
knowledge and skills after more than 3,5 months internship period in the company. The
internship is worthwhile and it was very beneficial for the intern that have given
advantages to work and keep up with the world of work. This internship program
accomodates the intern to direct work experiences that gives more knowledge and
understanding of issue that applicable to a particular area of study. Since the intern had
done the period, the intern became more familiar to the work experience and gained so
much knowledge related to the Marketing job description.

4.1 Knowledge
4.1.1. The intern learned on research about the problem found on the Company
and relate to the project and Thesis title.
4.1.2. Several result from related field on the previous research, literature
review related to the problems.
4.1.3. Improve how to make a proper and good questionnaire.
4.1.4. Organization structure and its hierarchy, steps to be passed before
communicate with managers.
4.1.5. Understand what people needs from a brand or a product, comparing
brand to its competitor on several category.

4.2 Skills
4.2.1. Communication Skill
The best way to communicate is using a polite way. Boss and business
partners are need to communicate with the polite way so that the intern
can maintain the good relationship and socialize with another employee
especially in the Marketing Department.

15

4.2.2. Research and Analytical Skill

The interns main job is to research and analyze the problem. This is giving
the intern a skill on how to research and analyze with a larger knowlegde
and critical also creative thinking.
4.2.3. Computer Software Skill
The intern gained lot of knowledge on how to utilize microsoft software
for a business purpose. The intern had experienced how to make a proper
proposal, request letter, and analyzing data using SPPS software.

4.3 Self-development
Done an internship period at PT. Tiga Pilar Sejahtera Food, Tbk. is the big
opportunity to develop ourselves especially this company had much more
experience on previous experience considering TPS Food are a very reputable
company in Indonesia. Paid attention to detail, with continuous working hard and
not to give up have been learned by the intern. Several challenges had faced by
the intern especially on the communication with other manager in the
supermarkets are giving more confidence to the intern. Time management,
considering the distance of the intern to the company is from Tangerang to
Jakarta, giving lesson to maintain the time and always to be discipline. The intern
had also gained sense of responsibility in which the intern must be responsible to
the task given, problem on the company, especially this problem are going to be
forwarded as the intern thesis title.

16

CHAPTER V
CONCLUSION AND RECOMMENDATION

5.1 Conclusion
The intern was very grateful and having a great time during a internship
period in PT. Tiga Pilar Sejahtera Food, Tbk. Since the first day intern at the
company, the intern are very welcomed and having a very good environment. My
supervisor and all employees worked are very humble and that creating a positive
mind to the intern. Marketing department division who the intern was work on
even another division like TPS Academy (Human Resources Division) are
always support the intern and giving instructions on how to face a challenges
during the period. This internship program has given me a lot of benefits for my
self-development, in which I could improve both my technical and soft skills for
my future development.

5.2 Recommendation
5.2.1 Recommendation to Company
It is a big opportunities for company to search new candidates who
qualified for their company and target for the future goals. Company can
get a lot of fresh ideas and also new spirit from their intern students. In here,
the intern would like to give some recommendation to PT. Tiga Pilar
Sejahtera Food, Tbk. as my intern company. The intern feels there must be
more clear job description, and wants more a direct involve on some
meetings and marketing project. By that the intern might feels more
knowing how the marketing division are working, and deeper knowledge
for the internee in the marketing fields.

5.2.2 Recommendation to University

University should have more giving more recommendation places for

the intern students, and because PT. Tiga Pilar Sejahtera Food, Tbk.
wasnt listed in the recommendation before, so I would recommend
University to add the company as one of the recommendation to get the
internship.
17

University should have more communication, or more like counseling

session between intern students, both before internship period and
during the internship period.

In the future, it would be better if University had database from

previous interns at their company. By that it will helps next intern
students for the information about company and have more prepared
both on internship and for the company.

18

APPENDIX 1: PHOTOS

Picture 1: Me and Ms. Dwi Fani Mayasari as my Supervisor and TPS Rice Brand Manager

Picture 2: Last day photo with Mr. Trisnawan Widodo as Head of TPS Academy and Ms. Nancy
Fransiska Gill as TPS Academy Assistant in TPS Food Main Office Plaza Mutiara, Mega Kuningan

Picture 3: Went to Menara Matahari (Main office of Hypermart and Matahari Dept. Store) met with
Mr. Pandji Hutomo as Hypermart HRD

19

Picture 4: Main Office of TPS Rice Division Menara Rajawali, Mega Kuningan

Receptionist

Waiting Room

Meeting Room for Focus Group Discussion

Several Meeting Rooms

Library

Employees Desk

20

APPENDIX 2: QUESTIONNAIRE
Before

Kuesioner Analisis Pengaruh Ekuitas Merek

(Brand Equity) terhadap Keputusan
Pembelian Produk Beras pada PT. Tiga
Pilar Sejahtera Food, Tbk.
Saya Rocky Simon Hia mahasiswa akhir President University jurusan Marketing akan
melakukan survei untuk mendapatkan informasi mengenai analisis pengaruh Ekuitas
Merek (Brand Equity) terhadap keputusan pembelian produk beras pada PT. Tiga Pilar
Sejahtera Food, Tbk.
Survei ini menggunakan sampel dari responden (dalam hal ini konsumen beras
premium) dan akan digunakan hasilnya untuk penelitian Skripsi. Oleh karena itu,
partisipasi anda dalam survei ini akan sangat berharga dan bermanfaat untuk
kedepannya.
Semua tanggapan akan disimpan secara privasi dan rahasia.
Terima Kasih.
Data Responden
Isilah data pribadi berikut secara lengkap, berilah tanda check () pada pilihan jawaban
yang sesuai dengan kriteria.
1. Nama:
2. Usia :
<30 Tahun

30 45 Tahun

>45 Tahun

3. Jenis Kelamin :
Pria

Wanita

4. Produk beras premium yang paling sering digunakan?

Ayam Jago

Topi Koki

Si Pulen

5. Apakah anda pernah memutuskan membeli beras Ayam Jago sesuai dengan
keinginan anda?
Ya
Tidak
6. Jika jawaban anda Ya sudah berapa kali anda mengkonsumsi beras Ayam Jago?

21

Petunjuk Pengisian Kuesioner:

Saudara/i diminta untuk memberi tanda check () pada salah satu skala 1 sampai 5
yang tersedia pada kolom disamping pernyataan/pertanyaan untuk menentukan
seberapa setuju Saudara/i mengenai hal-hal tersebut. Jika menurut Saudara/i tidak ada
jawaban yang tepat, maka jawaban dapat diberikan pada pilihan yang paling mendekati.
Masing-masing angka menunjukkan persetujuan terhadap nilai yang terdapat pada
kolom yang bersangkutan, diantaranya:
5 = Sangat Setuju (SS)
4 = Setuju (S)
3 = Kurang Setuju (KS)
2 = Tidak Setuju (TS)
1 = Sangat Tidak Setuju (STS)
Kesadaran Merek (Brand Awareness)
1.
Merek beras premium yang muncul pertama dalam benak/pikiran saya?
Ayam Jago
Topi Koki
Si Pulen
Lainnya, sebutkan: .......................
No.
Pernyataan
2. Beras Ayam Jago merupakan beras Premium.
3. Saya mengetahui bahwa Ayam Jago mempunyai
3 varian kategori dalam produknya.
4. Saya dapat mengenali merek beras Ayam Jago
dengan melihat logo dan kemasannya.
5. Saya mengingat salah satu iklan beras Ayam
Jago.
Asosiasi Merek (Brand Association)
No.
Pernyataan
1. Merek Ayam Jago mempunyai perbedaan yang
lebih baik dibandingkan dengan merek beras
premium lainnya.
2. Merek Ayam Jago mempunyai logo/simbol yang
menunjukkan karakteristik dan kualitas premium
dari produknya.
3. Merek Ayam Jago adalah beras premium yang
memberikan banyak manfaat bagi konsumennya.
4. Manfaat lebih dari merek Ayam Jago
menunjukkan bahwa beras Ayam Jago adalah
beras premium.
5. Inovasi produk dari merek beras premium Ayam
Jago sesuai dan memenuhi kebutuhan hidup
saya.

STS

TS

KS S SS

STS TS KS

SS

22

Persepsi Kualitas (Perceived Quality)

No.
Pernyataan
1. Beras Ayam Jago lebih menarik dibanding
merek beras premium lainnya.
2. Manfaat lebih dari beras Ayam Jago sesuai
dengan gaya hidup saya.
3. Beras Ayam Jago dapat diandalkan dibanding
merek beras premium lainnya.
4. Kualitas produk beras Ayam Jago yang
ditawarkan sebanding dengan harga yang
diberikan.
5. Ayam Jago adalah beras premium yang
diproduksi oleh perusahaan yang mempunyai
kredibilitas tinggi dan dapat dipercaya.

STS TS KS

SS

Loyalitas Merek (Brand Loyalty)

No.
Pernyataan
STS TS KS S SS
1. Saya lebih memilih beras Ayam Jago ketika
ingin membeli beras premium.
2. Saya akan terus mengkonsumsi beras Ayam
Jago.
3. Saya tidak terpengaruh oleh promosi beras
premium lainnya.
4. Saya pernah mempromosikan/menganjurkan
beras Ayam Jago kepada teman/orang lain.
5. Saya akan tetap mengkonsumsi beras Ayam Jago
meskipun harganya naik dan lebih tinggi
dibanding beras premium lainnya.
Keputusan Pembelian (Purchasing Decision)
No.
Pernyataan
1. Saya yakin dalam membeli beras Ayam Jago.
2. Saya cenderung tidak memilih beras premium
lain selain beras Ayam Jago.
3. Saya membeli beras Ayam Jago tanpa
mempertimbangkannya dengan beras premium
lainnya.
4. Saya membeli beras Ayam Jago berdasarkan
informasi yang saya miliki.
5. Saya membeli beras Ayam Jago karena
keinginan saya dan sesuai dengan kebutuhan
saya.

STS TS

KS S SS

23

After

Kuesioner Analisis Pengaruh Ekuitas Merek

(Brand Equity) terhadap Keputusan
Pembelian Produk Beras pada PT. Tiga
Pilar Sejahtera Food, Tbk.
Saya Rocky Simon Hia mahasiswa akhir President University jurusan Marketing akan
melakukan survei untuk mendapatkan informasi mengenai analisis pengaruh Ekuitas
Merek (Brand Equity) terhadap keputusan pembelian produk beras pada PT. Tiga Pilar
Sejahtera Food, Tbk.
Survei ini menggunakan sampel dari responden (dalam hal ini konsumen beras
premium) dan akan digunakan hasilnya untuk penelitian Skripsi. Oleh karena itu,
partisipasi anda dalam survei ini akan sangat berharga dan bermanfaat untuk
kedepannya.
Semua tanggapan akan disimpan secara privasi dan rahasia.
Terima Kasih.
Data Responden
Isilah data pribadi berikut secara lengkap, berilah tanda check () pada pilihan jawaban
yang sesuai dengan kriteria.
1. Jenis Kelamin :
Pria

Wanita

15-25 Tahun

26 35 Tahun

36-45 Tahun

>45

Diploma

S1

S2/S3

2. Usia :

Tahun
4. Pendidikan :
SLTA

Lainnya (sebutkan): ........................................

5. Pekerjaan :
Pelajar/Mahasiswa

Karyawan Swasta

PNS/TNI/BUMN

Wirausaha

Profesional

Lainnya:

24

6. Pengeluaran per Bulan :

< 2,5 juta

> 2,5 5 juta

> 5 7,5

> 7,5 10 juta

> 10 juta

Lainnya:

Petunjuk Pengisian Kuesioner:

Saudara/i diminta untuk memberi angka dalam skala 1 sampai 5 yang tersedia pada
kolom dibawah berupa pernyataan untuk menentukan seberapa setuju Saudara/i
mengenai hal-hal tersebut. Jika menurut Saudara/i tidak ada jawaban yang tepat, maka
jawaban dapat diberikan pada pilihan yang paling mendekati. Masing-masing angka
menunjukkan persetujuan terhadap nilai yang terdapat pada kolom yang bersangkutan,
diantaranya:
5 = Sangat Setuju (SS)
4 = Setuju (S)
3 = Kurang Setuju (KS)
2 = Tidak Setuju (TS)
1 = Sangat Tidak Setuju (STS)
Kesadaran Merek (Brand Awareness)
1. Sebutkan merek beras yang Anda ketahui: ............................
2. Sebutkan merek beras dalam kategori premium yang anda ketahui:
3. Beri tanda check () pada kolom dibawah ini apabila anda menggunakan beras
berikut selama rentang waktu yang telah ditentukan:
Merek

Rentang Waktu Penggunaan

Saat ini
3 bulan terakhir 1 tahun terakhir

Ayam Jago
Topi Koki
Si Pulen
4. Apakah beras yang Anda gunakan (Ayam Jago/Topi Koki/Si Pulen) adalah beras
premium?
Ya

Tidak

5. Dari manakah Anda mengetahui merek beras (Ayam Jago/Topi Koki/Si Pulen)
tersebut?
6. Siapakah yang memutuskan untuk membeli beras pilihan Anda saat ini?
Beri angka dalam skala 1 (Sangat Tidak Setuju) sampai 5 (Sangat Setuju) pada kolom
dibawah hanya pada merek beras premium yang anda ketahui.
Ayam Topi
Si
No.
Pernyataan
Jago Koki Pulen
Saya mengetahui dengan jelas jenis varian yang
7.
ada pada beras pilihan saya.
25

8.
9.

Saya dapat mengenali merek beras pilihan saya

dengan melihat logo dan kemasannya.
Saya mengingat salah satu iklan beras pilihan saya.

Asosiasi Merek (Brand Association)

Beri angka dalam skala 1 (Sangat Tidak Setuju) sampai 5 (Sangat Setuju) pada kolom
dibawah hanya pada merek beras premium yang anda ketahui.
Ayam Topi
Si
No.
Pernyataan
Jago Koki Pulen
Merek beras pilihan saya menunjukkan kualitas dari
1.
produknya. *
Merek beras pilihan saya menunjukkan sisi
2.
premium dari produknya. *
Logo beras pilihan saya lebih menarik dan mudah
3.
diingat dibanding beras lainnya. *
Logo beras yang saya gunakan merupakan logo
4.
beras premium. *
Desain kemasan beras pilihan saya merupakan
5.
desain kemasan beras premium.
Beras premium pilihan saya adalah beras yang
diproduksi menggunakan mesin berteknologi tinggi
6.
oleh Perusahaan yang mempunyai kredibilitas
tinggi dan terpercaya (mutu, kualitas, dll).
Note : Akan diberikan kartu bantuan (Cue Card) untuk memperjelas
merek/logo/desain kemasan dari beras premium tersebut.
Persepsi Kualitas (Perceived Quality)
Beri angka dalam skala 1 (Sangat Tidak Setuju) sampai 5 (Sangat Setuju) pada kolom
dibawah hanya pada merek beras premium yang anda ketahui.
Ayam Topi
Si
No.
Pernyataan
Jago Koki Pulen
Beras pilihan saya adalah beras yang alami dan
1.
higienis.
Beras pilihan saya adalah beras yang bagus dan
2.
berkualitas tinggi.
Beras pilihan saya memenuhi standar/kriteria beras
3.
berkualitas sesuai dengan harapan saya.
Beras pilihan saya adalah beras yang selalu konsisten
4.
terhadap kualitas produknya.
Harga yang ditawarkan beras pilihan saya
5.
mencerminkan kualitas produk yang diberikan.

26

Loyalitas Merek (Brand Loyalty)

Beri angka dalam skala 1 (Sangat Tidak Setuju) sampai 5 (Sangat Setuju) pada kolom
dibawah hanya pada merek beras premium yang anda ketahui.
Ayam Topi
Si
No.
Pernyataan
Jago Koki Pulen
Saya akan tetap membeli beras pilihan saya
1.
walaupun merek beras lainnya sedang promosi.
Saya akan mencari ke toko lainnya apabila beras
saya
tidak
tersedia
di
toko
2. pilihan
terdekat/langganan saya.
Saya akan tetap membeli beras pilihan saya
3.
meskipun harganya naik. *
Saya akan tetap membeli beras pilihan saya
4. meskipun harganya lebih tinggi dibanding beras
lainnya. **
Saya akan mempromosikan beras pilihan saya
5. kepada teman/keluarga/orang lain tanpa ditanya
terlebih dahulu.
Note:
* : Kenaikan harga maksimal yang dapat anda terima: Rp. ...................... / ......... %
** : Perbedaan harga maksimal yang dapat anda terima: Rp. ...................... / ........ %
Keputusan Pembelian (Purchasing Decision)
Beri angka dalam skala 1 (Sangat Tidak Setuju) sampai 5 (Sangat Setuju) pada kolom
dibawah hanya pada merek beras premium yang anda ketahui.
Ayam Topi
Si
No.
Pernyataan
Jago Koki Pulen
Saya membeli beras pilihan saya karena ingin
1.
mencoba rasa/produk beras yang baru.
Saya mengikuti dan ingin tahu lebih banyak
2. mengenai perkembangan beras premium di
Indonesia.
Saya membeli produk beras pilihan saya setelah
3. mempertimbangkan/membandingkannya dengan
beras lainnya. *
Saya memilih untuk mengkonsumsi beras Ayam
4.
Jago.
Saya sangat puas dan yakin beras pilihan saya
5.
adalah yang terbaik.
Saya akan membeli beras pilihan saya untuk
6.
seterusnya.

27

* Petunjuk:
Anda diminta untuk memberikan ranking (berupa angka) berdasarkan kriteria apa saja
yang paling penting/mempengaruhi keputusan anda untuk membeli beras pilihan anda.
Keterangan: Ranking 1 untuk prioritas paling penting/mempengaruhi dan ranking 10
untuk prioritas yang paling tidak penting/mempengaruhi.

Kriteria

Ranking

Merek
Harga
Desain Kemasan
Tempat Pembelian (akses membeli)
Kualitas Beras
Rasa
Keinginan mencoba Produk Baru
Konsistensi dan Inovasi Produk
Display produk di Toko/Supermarket
Promosi *
Note:
* : Jenis promosi apakah yang paling anda sukai dari beras premium pilihan anda?
..................................................................

28

APPENDIX 3: REQUEST LETTER

29

APPENDIX 4: PROPOSAL TO SUPERMARKET

Tangerang, 16 Agustus 2016
Kepada Yth.
Departemen HRD
PT. Matahari Putra Prima, Tbk
Menara Matahari 16 Floor
Jl. Boulevard Palem Raya No. 7 Lippo Karawaci 1200
Tangerang 15811 - Indonesia
Perihal: Proposal Permohonan Melaksanakan Penelitian Untuk Skripsi
Dengan Hormat,
Saya Rocky Simon Hia, mahasiswa President University yang ingin melakukan pembuatan
skripsi kiranya memohon perkenan Bapak/Ibu untuk dapat mengizinkan melakukan penyebaran
kuesioner kepada para pelanggan di Hypermart Supermarket. Adapun perencanaan tempat dan
tanggal penelitian adalah:
Tempat

Tanggal

: - Hypermart Puri Indah

(Jl. Puri Indah Blok W. No 82 Jakarta Barat)
- Hypermart Cyberpark
(Jl. Sultan Falatehan, Karawaci Utara Tangerang)
- Hypermart Lippo Thamrin
(Jl. M.H. Thamrin Lippo Cikarang)
- SmartClub Wholesale Metropolis
(Jl. Hartono Raya Modernland, Kelapa Indah Tangerang)
: 1 September 2016 selesai

Demikian surat permohonan ini kiranya Bapak/Ibu bersedia untuk dapat membina saya selama
melaksanakan riset di Hypermart Supermarket. Terlampir dibawah rangkuman mengenai
penelitian yang akan saya lakukan selama penelitian.
Atas kerjasama dan dukungan Bapak/Ibu, kami sampaikan ucapan terima kasih.

Hormat Saya,

Rocky Simon Hia

30

APPENDIX 5: BIWEEKLY REPORT

31

32

33

34

35

36

37

38

APPENDIX 6: INTERNSHIP EVALUATION BY SUPERVISOR

39

40

41