STRATEGI UNIQUE SELLING PROPOSITION DALAM MEMBANGUN BRAND POSITIONING RUMAH MAKAN PADANG SEDERHANA DI MALAYSIA

HANJAYANI, EVIE AYUNINGTYAS (2018) STRATEGI UNIQUE SELLING PROPOSITION DALAM MEMBANGUN BRAND POSITIONING RUMAH MAKAN PADANG SEDERHANA DI MALAYSIA. S2 thesis, Universitas Mercu Buana.

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Abstract

The regional restaurant culinary business is increasingly flourishing along with the development of the population, the purchasing power of the people that shows a positive trend, and a lifestyle that enjoys eating outside the home. The phenomenon of competition in the era of globalization increasingly directs the economic system of any country towards the market mechanism, which ultimately positions marketers to always develop market share. The research method in this study was to use a case study method. The Unique Selling Proposition strategy is an optimal creative and unique way because customer members are a different reason to choose the brand offered by the advertiser in addition to other competitive offers. For one of them, RMPS "recipe handed down from 1972. is a Unique Selling Proposition in building the RMPS brand positioning that aims to spread a positive spirit in order to provide satisfying services to consumers. As well as binding the hearts of consumers to remain in the minds of consumers, the existence of RMPS in Malaysia. Keywords: RMPS, unique selling proposition strategy, brand positioning, swot Bisnis restoran kuliner daerah semakin tumbuh subur seiring dengan perkembangan jumlah penduduk, daya beli masyarakat yang menunjukkan trend positif, dan gaya hidup yang senang makan diluar rumah. Fenomena persaingan di era globalisasi semakin mengarahkan sistem perekonomian dari negara manapun ke arah mekanisme pasar, yang pada akhirnya memposisikan pemasar untuk selalu mengembangkan pangsa pasar. Metode penelitian dalam penelitian ini adalah menggunakan metode studi kasus. Strategi Unique Selling Proposition merupakan cara kreatif dan unik yang optimal karena member pelanggan sebuah alasan yang berbeda untuk memilih brand yang ditawarkan oleh pembuat iklan disamping penawaran bersaing lainnya. Bagi salah satunya RMPS” resep turun temurun sejak tahun 1972. merupakan Unique Selling Proposition dalam membangun brand positioning RMPS yang Bertujuan menyebarkan semangat positif agar bisa memberikan pelayanan yang memuaskan kepada konsumen. Serta meikat hati para konsumen agar tetap ada di benak hati konsumen keberadaan RMPS di Malaysia. Kata kunci: RMPS, strategi unique selling proposition, brand positioning, swot

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