[ ABSTRAK
MUJI. Toko retail dari Jepang yang merupakan kasus yang menarik untuk dikaji yangmemiliki indikasi berbenturan nilai antara nilai dari merk (brand value) dengan kebiasaandan perilaku konsumen Indonesia. MUJI yang seharusnya merupakan barang yang murahnamun berkualitas tinggi di negara negara asalnya, ternyata di Indonesia barang barang yangdijual di MUJI tergolong cukup mahal, tokonya pun hanya ada di mall-mall ternama, dijakarta seperti Grand Indonesia, Pondok Indah Mall, dsb.MUJI merupakan salah stau kasusmarketing yang menarik dimana MUJI mengklaim merknya sebagai merk tanpa label.Analisis studi kasus MUJI terhadap konsumen dewasa muda indonesia akan menjabarkan danmencari tahu customer perceived value yang diterima.

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ABSTRACT

MUJI, a japanese retail store is one of unique examples of brand that competing with other

brands in the market. MUJI, a brand with no brand, had a very different values from their

(consumers) own values. In which indonesian consumers are more brand oriented, a product

with a tag on it. In Indonesia, MUJI’s product is sell at a very high price for household

products. It also only located only in major shopping malls like Grand Indonesia, Pondok

Indah Mall, Plaza Indonesia, PVJ, etc. MUJI’s high end image in Indonesia is a marketing

paradox along with its own values and philosophy : a brand with no brand. This study aims to

investigate the customer perceived value, what the young adult indonesian consumers

actually get from buying MUJI’s product from both sides brand perspective and consumer

perspective. To gain consumer insight why MUJI was survive the indonesian market., MUJI, a japanese retail store is one of unique examples of brand that competing with other

brands in the market. MUJI, a brand with no brand, had a very different values from their

(consumers) own values. In which indonesian consumers are more brand oriented, a product

with a tag on it. In Indonesia, MUJI’s product is sell at a very high price for household

products. It also only located only in major shopping malls like Grand Indonesia, Pondok

Indah Mall, Plaza Indonesia, PVJ, etc. MUJI’s high end image in Indonesia is a marketing

paradox along with its own values and philosophy : a brand with no brand. This study aims to

investigate the customer perceived value, what the young adult indonesian consumers

actually get from buying MUJI’s product from both sides brand perspective and consumer

perspective. To gain consumer insight why MUJI was survive the indonesian market.]