Analisis perilaku pembelian minuman kesehatan yoghurt dan implikasinya pada strategi bauran pemasaranstudi kasus konsumen di dki jakarta

摘要

The goals of this Study are : (1) to analyze consumers atittude that udinfluence the decition making processes of yoghurt healty drinking buying udinterlaced to product atribute, (2) to formulated the yoghurt marketing mix udstrategy fitting of consumer behaviour analysis. This study are using the uddescriptives methode, Biplot analysis, and Citra analysis methode. Based on the udanalysis result, we found that market segmentation from each brand are : Fajar udTaurus, Yogo, Nice, and King's are made for consumer with bachelor degree udbackground. Mella was prefered by consumer with academic background. udConsumer segmentation based on sex is not too different for each brand. Age udsegmentation are 26-35 years prefered to Fajar Taurus, Mella, and King's, 1725 udyears are prefered to Yogo and Nice. Fitting to kind of job, Fajar Taurus and udYogo are choosed by non government employee, Mella is prefer by the opposite, udmeanwhile the students or college student like Nice and King's. including to udanalysis based on expenses are consumer with expenses around Rp.750.000 Rp. ud1.000.000 range are prefer to Fajar Taurus, consumer with expenses range udabout Rp.300.000-Rp.450.000 prefer to Yogo and King's, consumer with udexpenses range on Rp.450.000-Rp.600.000 prefer to Nice, and consumer with udexpenses range on Rp.300.000 are prefer to Mella. To increase market share udand competitive main, the altenative marketing mix strategy are : improvement udthe product quality fit to consumer need, formulated new pricing strategy, add the uddistribution chanel, and repeatedly the promotion with focuced on consumer udsegmentation goals. ududud