Analisis strategi direct selling produk yamaha pt. ramarayo motor unit bogor

Sabariah, Eka Sari (2005) Analisis strategi direct selling produk yamaha pt. ramarayo motor unit bogor. Masters thesis, Institut Pertanian Bogor.

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The objectives of this research are: (1) to analyze the character, usage and the segmentation of the consumer based on psychographics; (2) to analyze factors influencing the consumer to choose a Yamaha Dealer; (3) to analyze the perception of consumer toward POP (Point of Purcase); and (4) to formulate the marketing strategy of Direct Selling for Yamaha Product PT. Ramarayo. A hundred respondent were interviewed in Kota and Kabupaten Bogor with judgement non probability sampling method. The data were analyzed using descriptive analysis, Cluster Analiysis, Thurstone Analysis, Crosstab Analysis, Chi-Square and Multiple Responses. Cluster analysis results in three segments, namely rational concern (31%), performance concern (35%) and safety concern (34%). Thurstone analysis showed that price is the main attribute in choosing a Yamaha Dealer followed by the type of motorcycle and the price discount. The result also showed that not all of the respondent know about POP or Channeling. The recommended direct selling strategy is to increase awareness of the consumer through active and passive direct selling. It is also suggested that the sample of the consumer can be enlarged to obtain broader description of preference and opinion of the consumer and to know the consumers satisfaction toward each Yamaha Dealer.

Item Type: Thesis (Masters)
Additional Information: 9(31)Sab a
Uncontrolled Keywords: Kendaraan Bermotor Roda Dua, Yamaha, PT. Ramarayo Motor, Strategu Direct Selling, Analiis Deskriptif, Analisis Cluster, Analisis Thurstone, Chi-Square, Crosstab Analysis, Multiple Response.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 27 Dec 2016 07:43
Last Modified: 27 Dec 2016 07:43

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