Lubis, Bharata Ceppy Asmara (2012) PENGARUH SEGMENTASI PASAR DAN PERILAKU RETAILER TERHADAP PILIHAN TARGET PASAR PRODUK YOGHURT PADA CV. BERKAH CIPTA PRATAMA DI WILAYAH JABODETABEK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The purpose of this research is to study the influence of Market Segmentation and Retailer Behavior against the Selection of Market target yogurt products on the CV. Berkah Cipta Pratama in Jabodetabek area.The research method is based on quantitative descriptive. The results of this study were 1) there is a strong correlation between market segmentation of target markets yogurt products. 2) there is a strong correlation between the behavior of retailers to target markets yogurt products. Both of these results can be verified by analysis of a strongrelationshipbetween the dimensions RetailerBehavior SegmentationandTargetFamily. The second is a strong relationship between the dimensions of Social and Family Target. Suggestions in the future, that company set a target market first in the family segment, the second segment is child segment and the third segment is adult segments. In making of a promotional campaign in accordance with the retailer behavior of the family as gymick merchandise. Suggestions for product innovationisthat company makebottledregular andmini bottles. Maksud dari penelitian ini adalah mempelajari Pengaruh Segmentasi pasar dan Perilaku Retailer terhadap pilihan Target pasar produk yoghurt pada CV. Berkah Cipta Pratama di wilayah Jabodetabek. Metode penelitian berdasarkan deskriptif kuantiatif. Hasil dari penelitian ini adalah 1) terdapat hubungan kuat antara segmentasi pasar terhadaptarget pasar produk yoghurt. 2) terdapat hubungan kuat antara perilaku retailer terhadap target pasar produk yoghurt. Kedua hasil penelitian tersebut dapat dibuktikan dengan analisa hubungan dimensi yang kuat antara dimensi Segmentasi Perilaku Retailer dan Target Keluarga. Yang kedua adalah hubungan kuat antara dimensi Sosial dan Target Keluarga. Saran kedepannya adalah agar perusahaan menetapkan target pasar pertama pada segmen keluarga, kedua segmen anak-anak dan ketiga segmen dewasa. Dalam membuat promosi disarankan membuat promosi yang sesuai dengan perilaku retailer keluarga seperti gymick merchandise. Saran untuk inovasi produk adalah agar perusahaan membuat dalam kemasan botol reguler dan botol mini.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-12-033 |
| Call Number: | TM/51/13/073 |
| NIM/NIDN Creators: | 55107110129 |
| Uncontrolled Keywords: | mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 15 Jan 2013 13:49 |
| Last Modified: | 12 Jul 2022 03:28 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/38440 |
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