STRATEGI PASAR DAN EXPERIENTIAL MARKETING DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA SARANG CEKERAN MIDUN BANDUNG

Widyatama Repository

STRATEGI PASAR DAN EXPERIENTIAL MARKETING DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA SARANG CEKERAN MIDUN BANDUNG

Show full item record

Title: STRATEGI PASAR DAN EXPERIENTIAL MARKETING DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA SARANG CEKERAN MIDUN BANDUNG
Author: Kusumah, Nuri Nurmalasari
Abstract: This Thesis was prepared by Nuri Nurmalasari Kusumah, student number is 0210U127 with tittled Market strategy and Experiential Marketing in determining of consumer decision making in Sarang Cekeran Midun Bandung. Faculty of Business and Management on Departement of Management in Widyatama University Bandung 2010, under the guidance with Mr. Tezza Adriansyah Anwar, S.IP., M.M. This study is intended to determine how the market strategy and experiential marketing influence consumer purchasing decisions Sarang Cekeran Midun Bandung . Market strategy of Sarang Cekeran Midun that are appropriate in the absence of direct competitors. Furthermore, experiential marketing is good so curious for consumers to try. However, it is another impact on consumer purchasing decisions of Sarang Cekeran Midun that they become reluctant or less to come . The method used is descriptive method of verification. A sample of 115 consumers was obtained by using judgment sampling technique. Meanwhile, data collection through interviews, questionnaires, and direct observation to obtain primary data. The Path analysis used in this study to analyze statistic data. Market strategy of Sarang Cekeran Midun including less precise but had been ignored by consumers because of the absence of direct competitors so that consumers are not too concerned with the tagline of Sarang Cekeran Midun and Experiential marketing that makes a good of Sarang Cekeran Midusn was memorable in the minds of consumers . Purchasing decisions of Sarang Cekeran Midun influenced by market strategy and experiential marketing, but experiential marketing variables that have a significant influence with purchasing decisions of Sarang Cekeran Midun so variable market strategy can be ignored . The experiential marketing variables influence the purchase decision variables while the less powerful in proportion to the magnitude of the effect caused by other variables outside of the two variables is said to be great. Addition became more varied menu, adding up branches or more stall food of Sarang Cekeran Midun, vacant land belonging to UNPAD and cooperate with the land manager to serve as a parking lot, installation of plastic blinds or curtains to reduce air pollution, revise price match or discount promotions can be hold to consumer for interest in determining purchase decisions. Future studies can be done by looking at other variables that influence purchasing decisions. Variable brand image and place can be used to further investigate the purchase decision to buy back to the Sarang Cekeran Midun.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3032
Date: 2014


Files in this item

Files Size Format View
Cover.pdf 79.02Kb PDF View/Open
Lembar Pengesahan.pdf 684.7Kb PDF View/Open
Abstrak.pdf 111.4Kb PDF View/Open
Kata Pengantar.pdf 351.1Kb PDF View/Open
Daftar Isi.pdf 125.3Kb PDF View/Open
Bab 1.pdf 174.7Kb PDF View/Open
Bab 2.pdf 567.7Kb PDF View/Open
Bab 5.pdf 112.1Kb PDF View/Open
Daftar Pustaka.pdf 244.2Kb PDF View/Open

This item appears in the following Collection(s)

Show full item record