ARSITA, LENNY (2007) STUDI PROFIL KONSUMEN TERHADAP PEMASARAN KOSMETIK PT. CHI INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Along with growth and expansion of Indonesia's economical situation, cosmetics companies emerge in full speed. PT CHI Indonesia try to market its product by introducing network marketing system, utilizing Multi Level Marketing, which is very well known these days. Customers profile for Brand awareness is a very important for a company wishing to extend its market share. Customer profile is utilized to recognize customers’ behaviors and characteristics so they can understand the field and able to grab customers' attention to increase sales of company products. This research applies survey method, which means information is collected through responders using questionnaire. For sample, writer took 100 people randomly in Jakarta. Research parameter is focusing on customer profile, consumer perception to Neuvon cosmetics, brand awareness, purchasing decision and marketing prospect of Neuvon cosmetics. Questionnaire results show the existence of positive impression from responders. This means optimistic marketing prospect will grow in the future. Mayority of responden derived from 21-30 years old, under graduate, non government employees and compensation between Rp 1,500,000 - Rp 2,500,000. There are two kinds of customer perception that become dominant from such survey, such as elegant product appearance and smooth texture of lipstick. While correlation analysis method proves that there are significant relationships between brand awareness with above parameters. Neuvon is expected to become ”top of mind" which always please and impress customers' heart. Sejalan dengan perkembangan dan pertumbuhan ekonomi Indonesia, perusahaan kosmetik tumbuh dengan pesatnya. PT Chi Indonesia mencoba memasarkan produknya dengan memperkenalkan system network marketing, yang sedang beken saat ini adalah multi level marketing. Profil konsumen bagi brand awareness merupakan hal yang sangat penting bagi suatu perusahaan yang ingin memperluas pangsa pasarnya guna mengetahui karakteristik dan perilaku konsumennya sehingga dapat memahami medan dan mampu merebut hati konsumen dalam meningkatkan penjualan produk perusahaan. Penelitian ini menggunakan metode survey, yaitu informasi dikumpulkan melalui responden dengan kuesioner, sampel yang diambil 100 wanita secara random sampling convenience di Jakarta. Parameter penelitian difokuskan pada profil konsumen, persepsi konsumen terhadap kosmetik Neuvon, brand awareness, keputusan pembelian dan prospek pemasaran kosmetik Neuvon. Hasil kuesioner menunjukkan adanya kesan positif dari responden, ini berarti prospek pemasaran optimis akan berkembang di masa mendatang. Mayoritas responden adalah dari golongan umur 21-30 tahun, berpendidikan S1, pegawai swasta serta berpenghasilan Rp 1.500.000,-. Rp 2.500.000,- Dari persepsi konsumen yang dominan dipilih adalah karena tampilan produk keren dan texture halus, Sedangkan metode analisa korelasi membuktikan bahwa terdapat hubungan yang signifikan antara brand awareness dengan parameter-parameter diatas, diharapkan Neuvon akan menjadi ”top of mind’ yang selalu berkenan dan berkesan di hati para konsumen.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-07-049 |
| NIM/NIDN Creators: | 55105110029 |
| Uncontrolled Keywords: | pemasaran, 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: | ORYZA LUVITA |
| Date Deposited: | 09 Jun 2022 07:24 |
| Last Modified: | 18 Jul 2022 07:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/63013 |
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