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Ditemukan 3 dokumen yang sesuai dengan query
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Ranti Amelia
Analisis studi kasus customer perceived value konsumen dewasa muda Indonesia terhadap merk Muji = Study case analysis Indonesian young adult consumer's customer perceived value to Muji
"[ ABSTRAK
MUJI. Toko retail dari Jepang yang merupakan kasus yang menarik untuk dikaji yang
memiliki indikasi berbenturan nilai antara nilai dari merk (brand value) dengan kebiasaan
dan perilaku konsumen Indonesia. MUJI yang seharusnya merupakan barang yang murah
namun berkualitas tinggi di negara negara asalnya, ternyata di Indonesia barang barang yang
dijual di MUJI tergolong cukup mahal, tokonya pun hanya ada di mall-mall ternama, di
jakarta seperti Grand Indonesia, Pondok Indah Mall, dsb.MUJI merupakan salah stau kasus
marketing yang menarik dimana MUJI mengklaim merknya sebagai merk tanpa label.
Analisis studi kasus MUJI terhadap konsumen dewasa muda indonesia akan menjabarkan dan
mencari tahu customer perceived value yang diterima.
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.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Aryo Cahyo Kusuma Wardana
Analisis motivasi konsumen dalam mengonsumsi minuman berkarbonasi studi terhadap brand minuman berkarbonasi Coca-Cola = Consumer motivation analysis of carbonated beverages consumption study on carbonated beverages brand Coca-Cola
"[ ABSTRAK
Dewasa ini, marak beredar pemberitaan mengenai dampak konsumsi minuman berkarbonasi jangka panjang di media online, Coca-Cola mencoba memotivasi konsumen dengan mengubah pendekatannya, agar konsumen tetap mengonsumsi Coca-Cola meski telah mengetahui dampak jangka panjangnya. Berbekal analisis konsumen mendalam terhadap pasar dan biaya pemasaran yang besar, Coca-Cola mencoba mengubah cara pandang negatif konsumen terhadap produknya. Permasalahan yang dibahas dalam jurnal ini adalah apa yang memotivasi konsumen untuk terus mengonsumsi Coca-Cola, serta apa yang dilakukan oleh pihak terkait untuk dapat mengantisipasi dampak dari tingginya konsumsi minuman berkarbonasi di Indonesia. Tujuan penulisan jurnal ini adalah mengetahui jenis pemasaran apa yang digunakan Coca-Cola untuk memotivasi konsumen untuk terus mengonsumsi Coca-Cola, juga mengetahui upaya apa saja yang dilakukan oleh pemerintah untuk mengantisipasi dampak dari tingginya tingkat konsumsi minuman berkarbonasi di Indonesia. Jurnal ini diharapkan dapat memperkaya wawasan dan mampu membuka mata pembaca terhadap penerapan analisis konsumen dalam bisnis minuman berkarbonasi di Indonesia. Jurnal ini juga diharapkan dapat memberikan masukan kepada pekerja di bidang komunikasi dapat mengembangkan cara-cara untuk dapat memotivasi dalam proses komunikasi. Teori yang digunakan untuk menganalisa permasalahan tersebut adalah teori analisis konsumen dan teori pemasaran. Penulisan jurnal ini menggunakan metode deskriptif dan studi kepustakaan. Jurnal ini dalam penulisannya mengandalkan data sekunder yang diperoleh dari berbagai macam sumber sebagai referensi penulisan. Hasil dari pembahasan jurnal ini adalah kolaborasi teknik analisis konsumen dengan pemasaran yang baik berhasil mengembalikan loyalitas konsumen Coca-Cola, serta tengah dilakukannya pengkajian mengenai pengenaan tarif cukai terhadap minuman berkarbonasi oleh pemerintah Indonesia untuk menanggulangi dampak dari tingginya angka konsumsi minuman berkarbonasi di Indonesia.;
ABSTRACTNowadays, there are so many news about the impact of long-term consumption of carbonated beverages in online media, Coca-Cola tried to keep motivating the consumers by changing their approach, so that consumers will continue to consume Coca-Cola even though they are already know the impact of consuming it in long-term. With a deep consumer analysis and a huge marketing budget, Coca-Cola tried to change the negative perception of consumers towards their products. Problems examined in this paper is what motivates the consumers to continue consuming Coca-Cola, and what was done by the government to be able to anticipate the impact from the high consumption numbers of carbonated drinks in Indonesia. This paper aims to find out what kind of marketing Coca-Cola used to motivate their consumers to continue consuming Coca-Cola, also know what is being done by the government to anticipate the impact from the high consumption numbers of carbonated drinks in Indonesia. This paper is expected to enrich the knowledge and being able to open the eyes of the reader to the application of consumer analysis in carbonated beverage business in Indonesia. The paper is also expected to provide input to the workers in the field of communication, they can develop another ways to motivate in the communication process. Theories used in analyzing the problem are consumer analysis theory and marketing theory. . This paper is written in descriptive method and literature review based, which relies the secondary data collected by many sources as writing reference. The results of this paper is a great collaboration between consumer analysis techniques and good marketing that successfully restore the Coca-Cola consumer’s loyalty, and also an assessment is being conducted regarding the imposition of excise rates, for carbonated beverages by the Indonesian government to mitigate the impact from the high consumption numbers of carbonated drinks in Indonesia., Nowadays, there are so many news about the impact of long-term consumption of carbonated beverages in online media, Coca-Cola tried to keep motivating the consumers by changing their approach, so that consumers will continue to consume Coca-Cola even though they are already know the impact of consuming it in long-term. With a deep consumer analysis and a huge marketing budget, Coca-Cola tried to change the negative perception of consumers towards their products. Problems examined in this paper is what motivates the consumers to continue consuming Coca-Cola, and what was done by the government to be able to anticipate the impact from the high consumption numbers of carbonated drinks in Indonesia. This paper aims to find out what kind of marketing Coca-Cola used to motivate their consumers to continue consuming Coca-Cola, also know what is being done by the government to anticipate the impact from the high consumption numbers of carbonated drinks in Indonesia. This paper is expected to enrich the knowledge and being able to open the eyes of the reader to the application of consumer analysis in carbonated beverage business in Indonesia. The paper is also expected to provide input to the workers in the field of communication, they can develop another ways to motivate in the communication process. Theories used in analyzing the problem are consumer analysis theory and marketing theory. . This paper is written in descriptive method and literature review based, which relies the secondary data collected by many sources as writing reference. The results of this paper is a great collaboration between consumer analysis techniques and good marketing that successfully restore the Coca-Cola consumer’s loyalty, and also an assessment is being conducted regarding the imposition of excise rates, for carbonated beverages by the Indonesian government to mitigate the impact from the high consumption numbers of carbonated drinks in Indonesia.]"
Fakultas Ilmu Pengetahuan Budaya Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Muhammad Adjie
Pengaruh ekstensi merek terhadap ekuitas merek Gojek = The effect of brand extensions towards the brand equity of Gojek
" ABSTRAK
Fokus dari penilitian ini adalah untuk mengamati faktor-faktor yang secara positif mempengaruhi ekuitas merek Gojek, dengan menganalisis faktor-faktor seperti perilaku terhadap ekstensi merek, tingkat kecocokan, Ekuitas Merek awal, nilai ekuitas awal, dan perubahan terhadap nilai ekuitas awal. Dalam riset ini, data diperoleh dengan menggunakan teknik sample convenience sampling dengan pribadi yang mengetahui tentang Gojek berserta ekstensinya yaitu Go-Massage, Go-Glam, dan Go-Clean sebagai sampelnya. Penelitian ini menunjukan bahwa ekuitas merek awal berpengaruh positif terhadap perilaku ekstensi merek, tingkat kecocokan berpengaruh positif terhadap perilaku ekstensi merek, nilai ekuitas awal berpengaruh positif terhadap ekuitas merek awal, perilaku ekstensi merek berpengaruh positif terhadap perubahan pada nilai ekuitas awal, ekuitas merek awal berpengaruh positif terhadap perubahan pada ekuitas merek awal, nilai merek awal berpengaruh positif terhadap perubahan pada nilai merek awal. Sementara itu, perilaku ekstensi merek memiliki pengaruh positif langsung terhadap perubahan pada ekuitas merek awal Gojek. Temuan di dalam penelitian ini diharapkan akan bermanfaat untuk penelitian-penelitian berikutnya yang membahas topik ini dan juga menguntungkan bagi perusahaan Gojek dan perusahaan serupa untuk menilai faktor-faktor yang mungkin memperngaruhi ekuitas merek.
ABSTRACT The focus of this research is to observe the factors that positively influence Brand Equity on Gojek by examining several factors namely Brand Extension Attitude, Perceived Fit, Parent Brand Equity, Parent Value Equity, and Change in Parent Value Equity. Convenience sampling was used and the samples are those who familiar with Gojek and its three extensions, namely Go Massage, Go Glam, and Go Clean. This research shows that Initial Parent Brand Equity has a positive impact on Brand Extension Attitude, Perceived Fit has a positive impact on Brand Extension Attitude, Initial Parent Value Equity has a positive impact on Parent Brand Equity, Brand Extension Attitude has a positive impact on Parent Value Equity, Change in Parent Value Equty has a positive impact on Change in Parent Brand Equity, Initial Parent Brand Equity has a positive impact on Change in Parent Brand Equity, Initial Parent Value Equity has a positive impact on Change in Parent Value Equity. Meanwhile Brand Extension Attitude has a strong positive direct impact on the Change in Parent Brand Equity of Gojek. The findings in this research are beneficial for further research regarding this topic and also benefit Gojek company and any other similar company to assess factors that might influence their Brand Equity."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016
S66175
UI - Skripsi Membership  Universitas Indonesia Library