Analisis Kinerja Pemasaran UKM Batik Berorientasi Pasar Menggunakan Metode Importance Performance Analysis (IPA) Dan Potential Gain In Customer Value (PGCV) Index (Studi Kasus: UKM Batik Putra Bengawan, Surakarta)

Abdillah, Anggono Arton and , Dr. Ir. Suranto, S.T., M.M., M.Si. (2021) Analisis Kinerja Pemasaran UKM Batik Berorientasi Pasar Menggunakan Metode Importance Performance Analysis (IPA) Dan Potential Gain In Customer Value (PGCV) Index (Studi Kasus: UKM Batik Putra Bengawan, Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI.pdf Download (1MB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (1MB)
	PDF (Bab I) BAB I.pdf Download (112kB)
	PDF (Bab II) BAB II.pdf Restricted to Repository staff only Download (685kB) | Request a copy
	PDF (Bab III) BAB III.pdf Restricted to Repository staff only Download (327kB) | Request a copy
	PDF (Bab IV) BAB IV.pdf Restricted to Repository staff only Download (599kB) | Request a copy
	PDF (Bab V) BAB V.pdf Restricted to Repository staff only Download (89kB) | Request a copy
	PDF (Daftar Pustaka) DAFTAR PUSTAKA.pdf Download (166kB)
	PDF (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	PDF (Surat Pernyataan Publikasi) SURAT PERNYATAAN PUBLIKASI ILMIAH.pdf Restricted to Repository staff only Download (168kB) | Request a copy

Abstract

This study aims to determine the performance of market-oriented marketing based on the attributes in the marketing mix of UKM Batik Putra Bengawan, determine the suitability between the attribute values of the marketing performance of UKM Batik Putra Bengawan with consumer expectations, and give priority to improving the attributes of marketing performance in improving the marketing quality of UKM Batik Putra Bengawan Surakarta. The method used in this research is Importance Performance Analysis (IPA) which is used to map the relationship between the level of importance and the performance of each attribute and the Potential Gain In Customer Value (PGCV) Index which is used to determine the priority scale of attribute improvements in marketing performance. The results showed that in general consumers assessed that the marketing performance given by the UKM Batik Putra Bengawan was quite satisfactory. This is indicated by the average value of the level of conformity between consumer expectations and marketing performance of 92.83%, which means that 92.83% of marketing performance has met consumer expectations. There are 5 attributes of marketing performance that must be improved based on the order of priority scale, namely the diversity of designs / motifs, uniqueness of designs / motifs, advertisements in the media, safety, and trademarks.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Kinerja Pemasaran, Bauran Pemasaran, IPA, PGCV Index
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > T Technology (General)
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	ANGGONO ARTON ABDILLAH
Date Deposited:	06 Jun 2021 11:35
Last Modified:	06 Jun 2021 11:35
URI:	http://eprints.ums.ac.id/id/eprint/91396

Actions (login required)

View Item