YANSAH, JANUAR ANDRI (2010) ANALISIS PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN TISSUE FACIAL MEREK TESSA. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Perkembangan industri kertas produk yang semakin pesat maka banyak perusahaan yang menginginkan masuk ke industri kertas. Seiring dengan pertumbuhan pasar dan permintaan serta terbukannya pangsa pasar industri kertas terutama tissue facial yang mempunyai pangsa pasar 32% dari total jenis tissue yang ada di Indonesia,dengan melihat pertumbuhan tersebut perusahaan berlomba-lomba untuk mengambil pangsa pasar Nasional. Permasalahan yang timbul dalam industri tissue adalah perilaku konsumen yang dalam memutuskan pembelian dipengaruhi oleh beberapa faktor. Strategi pemasaran yang tepat sangat diperlukan dalam pemasarannya. Dari hasil penelitian didapat 7 faktor perilaku konsumen dalam memutuskan dalam pembelian tissue yaitu mudah didapat, harga, promosi, rancangan inovatif, isi, kelembutan dan merek adalah faktor yang harus di pertimbangan dalam menentukan strategi perusahaan dalam pemasarannya. Dalam penelitian ini mengunakkan analisa diskriminan dengan metode eksploratory dengan mengambil sampel 100 responden, dan sebelumnya penulis melakukan Focus Group Discuison (FGD) di store Carrefour Lebak Bulus. Dari hasil riset tersebut diatas maka didapat rekomendasi dalam riset ini untuk memperkuat pemasarannya untuk perusahaan harus memperhatikan faktor yang dominan dari 7 variabel yaitu mudah didapat dan harus memperhatikan pula faktor promosi. Rekomendasi yang didapat untuk penelitian selanjutnya diharapkan dapat menggunakan metode lain seperti Regresi untuk mendapatkan perbandingan lain serta mencari diluar variabel yang sudah diteliti oleh penulis dalam riset ini.The development of the paper product industry has significantly increased and many companies want to expand on this area. Along with the market growth and high demands and the open market of the paper industry market, especially the facial tissue that have 32% of the market growth in Indonesia, with the potential many of the companies are competing for the national market. The problem that emerges in the tissue industry is the costumer behavior that decides the purchase, influenced by several factors. The right marketing strategy is needed to have a succesful sales. From the research result there are 7 factors of costumers behavior in the decision making when they purchase the tissue; easy acces, price, promotion, inovative design, content, softness and brand are the factors that have to be consider in deciding the company strategy in marketing the products. This research is using an discriminan analysis with exploratory method by taking samples from 100 respondents and beforehand the writer use Focus Group Discussion (FGD) in the Lebak Bulus Carrefour store. From the research result, it could be recommended that to strengthen the marketing the company should pay attention of the most dominant factors from the 7 variables which is easy access and also need to pay more attention on the promotion factors. For the next research recommendation, other researcher could use other methods such as regression to get other comparison and searching other variables outside the variables that has been written in this research.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-143 |
| NIM/NIDN Creators: | 55108110170 |
| 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: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 09 Jun 2022 07:26 |
| Last Modified: | 11 Feb 2023 07:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/63011 |
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