Analisis Pemasaran Produk Air Kemasan Sesuai Preferensi Konsumen (Studi di PT. Cahaya Bumi Intanpari)

Kurniawan, Aziz Dwi and , Dr. Suratno, S.T.,M.M. (2021) Analisis Pemasaran Produk Air Kemasan Sesuai Preferensi Konsumen (Studi di PT. Cahaya Bumi Intanpari). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Competition in the food and beverage business is a profitable opportunity for business actors in this time. Ddetermine the characteristics of bottled drinking water consumers, identify the attributes that become the preference for consumers, and identify the marketing strategy is the purposes of this study. The method used is conjoint analysis and marketing mix (4p). Questionnaires and interviews are done for data collection. It is known that most consumers are less than 25 years old, work as employees, and have a monthly income between Rp 2,000,000 – Rp 5,000,000, domiciled outside the city of Solo and have consumed Airmu products between 1-3 times. The stimuli most liked by the respondents are large size straws (7mm), gallon product types, subscription members, sales promotion through event and available in every mall. While the attribute order that is important to respondents is the type of product (31.756%), sales promotion (24.676%), straw size (17.889%), location (14.14%) and price promos (11.538%). The results of calculation of multiple linier regression are partially known only the price variable has a significant effect on consumer decisions. Meanwhile, the Ftable value of 2.74 and Fcount of 3.839 indicates that all independent variables affect the dependent variablesimultaneously.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Preference, conjoint analysis, marketing mix (4p).
Subjects:	H Social Sciences > HD Industries. Land use. Labor T Technology > TD Environmental technology. Sanitary engineering
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	AZIZ DWI KURNIAWAN
Date Deposited:	12 Jun 2021 02:10
Last Modified:	12 Jun 2021 02:10
URI:	http://eprints.ums.ac.id/id/eprint/91974

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