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"ABSTRAKTesis ini membahas mengenai peran atribut consumer durable goods untuk planetary mixer SM-201 dalam menyusun strategi bauran pemasaran. Penelitian ini menggunakan metode penelitian eksploratori (teknik in-depth-interview) dan metode penelitian deskriptif. Penelitian ini dilakukan kepada 100 responden melalui teknik probability sampling. Berdasarkan hasil in-depth interview didapatkan 12 atribut consumer durable goods planetary mixer yang dibagi menjadi 2 kategori yaitu atribut instrinsik (tahan lama, reliabilitas mixer, kemudahan penggunaan, performansi, kemudahan servis, fitur, desain) dan atribut ekstrinsik (harga, merek, negara asal pembuat, garansi dan brand image). 12 atribut ini akan diuji hubungannya dengan karakteristik demografi responden.Penelitian ini menghasilkan 4 cluster pelanggan yaitu cluster 1 (warranty-lover), cluster 2 (durable-lover), cluster 3 (price economic-lover) dan cluster 4 (comfortlover). Strategi bauran pemasaran produk yang akan dilakukan yaitu menerapkan proses produk augmented dan memprioritaskan atribut yang diinginkan pelanggan berdasarkan cluster pelanggan. Strategi bauran pemasaran distribusi dilakukan dengan sistem distribusi hibrid dan terpusat di kantor Jakarta. Strategi bauran pemasaran promosi dilakukan dengan pameran bakery, demo bakery dan sales door-to-door. Strategi bauran pemasaran harga dilakukan dengan pemberian diskon khusus dan pembayaran mesin secara kredit.

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ABSTRACT

This thesis discusses the role of consumer durable goods attributes for planetary mixer SM-201 in developing marketing mix strategy. This research uses exploratory research (technical in-depth-interviews) and descriptive research method. The research is conducted with 100 respondents through probability sampling technique. Based on the results of in-depth interviews found 12 attributes of consumer durable goods planetary mixers are divided into 2 categories: intrinsic attributes (durability, reliability mixer, ease of use, performance, serviceability, features, design) and extrinsic attributes (price, brand, county-of-origin, warranty and brand image). 12 attributes will be tested which are related to the demographic characteristics of respondents.

This research resulted in four clusters, namely cluster 1 (warranty-lover), cluster 2 (durablelover), cluster 3 (price economic-lover) and cluster 4 (comfort-lover). Marketing mix strategy will be applied the augmented product process and prioritize attributes desired based on customer clusters. Marketing mix strategy distribution will be applied with hybrid and centralized distribution system in the Jakarta office. Marketing mix promotion will be applied by the bakery exhibition, bakery demos and sales door-to-door. Price marketing mix will be applied by assigning a special discount and on credit-payment machines."

"Tujuan dari penelitian ini yaitu menganalisis pengaruh perluasan merek brand extension terhadap minat beli purchase intention . Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif, dengan metode survei menyebarkan kuesioner kepada 100 responden. Dengan menggunakan cara accidental sampling, responden dalam penelitian ini ialah individu yang memiliki pengetahuan mengenai merek Zara dan Zara Home, sudah pernah membeli produk Zara namun belum pernah membeli produk Zara Home. Dengan menggunakan analisis regresi linear, di dapatkan hasil bahwa perluasan merek memiliki pengaruh terhadap minat beli dengan dimensi yang berpengaruh adalah fit, perceived risk dan consumer innovativeness, sedangkan dimensi yang tidak berpengaruh adalah brand reputation.

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The purpose of this research is to analyze the influence of brand extension to purchase intention. The approach used in this study is a quantitative approach, with the survey method of distributing questionnaires to 100 respondents. By using accidental sampling method, respondents in this research are individuals who have knowledge about Zara brand and Zara Home, have ever bought Zara product but have never bought Zara Home product. By using linear regression analysis, we get the result that brand extension has influence to buying interest with influencing dimension is fit, perceived risk and consumer innovativeness, while the dimension which have no effect is brand reputation."

"Seiring dengan semakin ketatnya persaingan dalam industri Fast Moving Consumer Goods (FMCG), perusahaan FMCG perlu mengetahui jumlah permintaan yang potensial di suatu wilayah. Dengan begitu perusahaan dapat menyesuaikan supply yang optimal untuk menghindari tidak terpenuhinya permintaan pelanggan. Metode ekonometrik merupakan salah satu solusi untuk memodelkan estimasi permintaan dengan melihat faktor-faktor yang mempengaruhinya. Pada penelitian ini digunakan data cross section sehingga perlu dilakukan uji dependensi spasial untuk melihat apakah antar wilayah memiliki dependensi spasial atau tidak. Hasilnya pada model regresi tidak terdapat dependensi spasial sehingga digunakan analisis regresi non-spasial sebagai model estimasi permintaan. Selain itu juga diperoleh hasil bahwa permintaan konsumen dipengaruhi oleh faktor jumlah penduduk, PDRB perkapita, rata-rata pengeluaran konsumsi rumah tangga, dan kategori wilayah rural atau urban.

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Along with the strict competitiveness of Fast Moving Consumer Goods (FMCG) industry, companies need to know the number of potential demands in an area. So, companies can adjust optimal supply to avoid consumer's demands unfulfillment. Econometric method is one of the solution to model the demand estimation considering factors affecting it.

This research use cross section data, so spatial dependence was conducted to investigate whether there is a spatial dependency between the region. The result revealed that there was no spatial dependency. Therefore, non-spatial regression analysis was used as a model of demand estimation. Beside that, the result also show that consumer?s demands are influenced by number of population, Gross Domestic Regional Product (GDRP), average of household expenditure, and the category of the area (rural or urban)."

"Penelitian ini bertujuan untuk menganalisis pengaruh karakterisitk eksekutif perusahaan yang dilihat dari keberadaan direksi perempuan dan masa jabatan CEO serta karakteristik keuangan perusahaan melalui net working capital terhadap tingkat cash holdings perusahaan consumer goods di Indonesia. Penelitian ini menggunakan sampel yang berasal dari 168 perusahaan consumer goods yang terdaftar pada Bursa Efek Indonesia dalam kurun waktu 2018-2020. Metode penelitian yang digunakan adalah regresi panel dengan metode estimasi Random Effect Model. Hasil studi ini menunjukkan adanya pengaruh yang positif signifikan dari keberadaan direksi perempuan terhadap tingkat cadangan kas perusahaan consumer goods di Indonesia. Hal ini mendukung penjelasan motif kepemilikan kas berdasarkan precautionary motive. Selain itu penelitian ini juga menemukan adanya pengaruh negatif net working capital sebagai cash substitutes terhadap tingkat cadangan kas perusahaan consumer goods di Indonesia. Penelitian ini tidak menemukan adanya pengaruh yang signifikan dari masa jabatan CEO terhadap tingkat cadangan kas di Indonesia. 

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This study aims to analyze the impact of the company's executive characteristics as seen from the presence of female directors and the CEO tenure, as well as the company's financial characteristics through net working capital on corporate cash holdings of consumer goods firms in Indonesia. This study uses samples from 168 consumer goods companies listed on the Indonesia Stock Exchange in the period 2018 - 2020. The research method being used is panel regression with the Random Effect Model as the estimation method. The results of this study indicate that there are significant positive effect of female directors on the cash holdings of consumer goods firms in Indonesia due to the precautionary motive of cash holdings. Furthermore, this study finds a significant negative effect of net working capital as cash substitutes on the cash holdings of consumer goods firms in Indonesia. Lastly, this study do not find any significant impact of CEO tenure on the cash holdings of consumer goods firms in Indonesia."

"Pertumbuhan ekonomi mengakibatkan tingkat konsumsi masyarakat meningkat, termasuk didalamnya adalah tingkat konsumsi barang consumer goods. Peningkatan tingkat konsumsi memberikan peluang bagi perusahaan-perusahaan untuk meingkatkan margin keuntungannya. Dengan persaingan dengan kompetitor yang begitu ketat, perencanaan produksi menjadi hal yang sangat vital bagi perusahaan. Peramalan jumlah permintaan barang yang akurat dibutuhkan untuk memperoleh operasi produksi yang efektif dan efisien. Metode ARIMA merupakan metode peramalan yang cukup populer untuk peramalan data time series dan terbukti memberikan hasil peramalan yang cukup akurat pada beberapa penelitian yang telah dilakukan sebelumnya. Sedangkan metode neural network memiliki keunggulan untuk mendeteksi pola nonlinear yang ada di dalam data sehingga memiliki performa yang baik saat digunakan untuk melakukan peramalan untuk data yang sifatnya nonlinear. Metode hybrid yang mengkombinasikan ARIMA dengan neural network juga diajukan dalam penelitian ini untuk menganalisis performa kombinasi model gabungan dalam melakukan peramalan. Dalam penelitian ini, neural network menjadi model dengan tingkat akurasi yang lebih baik dibandingkan metode lain.

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Economic growth results in increased consumptions levels of the citizen, including the consumption level of consumer goods. An increased level of consumption provides opportunity for companies to raise the profit margin. With tight competition against the competitor, production planning is very vital for the company. Forecasting an accurate number of demands is required to obtain production operation which are efficient and effective. ARIMA is one of the forecasting method which is a fairly popular for forecasting time series data and proven to give a fairly accurate forecasting result based on some researches that has been done before. While neural network method has advantages for detecting nonlinear patterns in the data, resulting a good performance when forecasting for the nonlinear nature of data. Hybrid method which combines the ARIMA with neural network also proposed in this study to analyze the performance of combination forecasting models. In this study, the neural network model with a better accuracy than other methods.

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Economic growth results in increased consumptions levels of the citizen, including the consumption level of consumer goods. An increased level of consumption provides opportunity for companies to raise the profit margin. With tight competition against the competitor, production planning is very vital for the company. Forecasting an accurate number of demands is required to obtain production operation which are efficient and effective. ARIMA is one of the forecasting method which is a fairly popular for forecasting time series data and proven to give a fairly accurate forecasting result based on some researches that has been done before. While neural network method has advantages for detecting nonlinear patterns in the data, resulting a good performance when forecasting for the nonlinear nature of data. Hybrid method which combines the ARIMA with neural network also proposed in this study to analyze the performance of combination forecasting models. In this study, the neural network. "

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Seiring dengan meningkatnya taraf hidup dan konsumsi masyarakat di Indonesia, permintaan produk Fast Moving Consumer Goods (FMCG) pun mengalami peningkatan khususnya produk FMCG pada kategori Nutrisi. Hal ini tentunya menjadi potensi keuntungan bagi perusahaan jika bisa memanfaatkan kondisi dengan baik. Untuk mengoptimalkan potensi yang ada, perusahaan perlu memastikan bahwa produknya bisa menjangkau masyarakat luas dengan tepat waktu, hal ini perlu didukung oleh rencana produksi yang baik. Hal utama yang menjadi acuan perusahaan memproduksi sebuah produk adalah peramalan permintaan di waktu yang akan datang. Peramalan akan menjadi acuan perusahaan untuk menentukan seberapa banyak produk yang harus diproduksi dalam kurun waktu tertentu. Peramalan yang baik akan membantu perusahaan untuk meningkatkan keuntungan dan meminimalisasi kerugian yang timbul akibat kesalahan dalam perhitungan produksi. Selain peramalan, perusahaan pun perlu menentukan jumlah safety stock dan reorder point untuk membantu perusahaan dalam memastikan bahwa stok yang dimiliki bisa terus memenuhi permintaan pasar.

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Along with the increasing standard of living and public consumption in Indonesia, the demand for Fast Moving Consumer Goods (FMCG) products has also increased, especially for FMCG products in the Nutrition category. This is a great potential profit for the company if it can take the advantages of the conditions properly. To optimize the potential that exists, companies need to ensure that their products can reach the wider community at the right time, this needs to be supported by a good production plan. The main thing that becomes a reference for producing a product is forecasting demand in the future. Forecasting will be a reference for the company to determine how many products must be produced within a certain time. Good forecasting will help companies to increase profits and minimize losses arising from errors in production calculations. In addition to forecasting, companies also need to determine the amount of safety stock and reorder points to help companies ensure that their stock can continue to meet market demand.

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"Penelitian ini membahas pengaruh karakteristik perusahaan terhadap struktur modal. Perusahaan membutuhkan pendanaan dan modal untuk menjalankan kegiatan operasional. Pendanaan tersebut bisa berasal dari internal maupun eksternal perusahaan melalui hutang maupun ekuitas. Setiap perusahaan memiliki kebijakan perusahaan yang berbeda beda tergantung berbagai faktor, diantaranya ialah karakteristik perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh profitabilitas, likuiditas, ukuran perusahaan, pertumbuhan perusahaan dan struktur aktiva terhadap debt to equity ratio. Sampel yang digunakan ialah perusahaan dibidang consumer good yang tercatatat di Bursa Efek Indonesia periode 2015 – 2019 dengan menggunakan teknik purposive sampling dan mendapatkan sampel 40 perusahaan. Hasil penelitian pada sampel secara keseuluruhan menunjukkan bahwa variabel dependen secara bersama sama memiliki pengaruh yang signifikan terhadap struktur modal yang diukur dengan debt ratio. Adapun secara parsial, profitabilitas, pertumbuhan perusahaan dan struktur aktiva memiliki pengaruh positif signifikan. Sementara, likuiditas memiliki pengaruh negatif signifikan. Variabel ukuran perusahaan tidak memiliki pengaruh yang signifikan terhadap struktur modal.

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This study discusses the effect of company characteristics on capital structure. Companies need funding and capital to carry out operational activities. Funding can come from internal and external companies through debt or equity.. Every company has different company policies depending on various factors, including company characteristics. This study aims to determine the effect of profitability, liquidity, company size, company growth and asset structure on debt to equity ratio. The sample used is companies in the consumer good sector which are listed on the Indonesia Stock Exchange for the period 2015 – 2019 obtained by using purposive sampling as many as 40 companies in the sample. . The results of the study on the sample as a whole show that the dependent variable together has a significant effect on capital structure as measured by the debt ratio. As for partially, profitability, company growth and asset structure have a significant positive effect. Meanwhile, liquidity has a significant negative effect. The firm size variable does not have a significant effect on capital structure."

"Laporan magang ini berisikan evaluasi atas proses penulisan dari equity report untuk sektor Consumer Goods yang diterbitkan oleh divisi Equity Research PT X, sebagai salah satu perusahaan sekuritas di Indonesia. Evaluasi atas equity report yang diterbitkan oleh PT X pada 23 Maret 2020 lalu mencakup proses penentuan dan justifikasi narasi, penerjemahan narasi ke dalam model keuangan, dan metode valuasi yang digunakan oleh PT X untuk saham-saham yang dibahas. Dari hasil evaluasi yang dilakukan, dapat disimpulkan bahwa divisi Equity Research PT X telah merumuskan narasi yang dijustifikasi melalui berbagai pendekatan, dan diterjemahkan secara komprehensif ke dalam proyeksi keuangan dari emiten yang dibahas. Kemudian, divisi Equity Research PT X juga menggunakan metode valuasi PER historikal yang memberikan simplifikasi pada proses valuasi saham-saham yang dibahas di dalam equity report terkait.

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This internship report contains an evaluation of the process making of the equity report for the Consumer Goods sector, published by the Equity Research division of PT X, as one of the securities companies in Indonesia. The evaluation of the equity report published by PT X on March 23, 2020 included the narrative, the translation of the narrative into the financial model, and the valuation method used by PT X for the stocks discussed. From the results of the evaluation conducted, it can be concluded that the Equity Research division of PT X has formulated narrative justified through various approaches, and is comprehensively translated into the financial projections of the listed companies discussed. Then, PT X's Equity Research division also uses the historical PER valuation method which provides a simplification of the valuation process of the shares discussed in the related equity report.

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"Product differentiation are important, given consumers more critical and becomes selective Packaging is often referred to as "the five - second ads". In the beverage industry, there are many brands, varieties and taste in which consummers cannot often explain the difference between one brand from another...."

"Accurate forecasting of consumer demand for goods is extremely important as it allows companies to provide the right amount of goods at the right time. Autoregressive integrated moving average (ARIMA) is a popular method for forecasting time series data, and previous studies have shown that ARIMA can produce fairly accurate forecasting results. On the other hand, the neural network method has advantages in detecting non-linear patterns in data. In addition to these methods, the hybrid method, which combines the ARIMA and neural network methods, was applied in this study. A comparison analysis was conducted to determine the best performing model. In this study, the neural network model was found to be the most accurate."