Analisis model bisnis ekowisata taman pesisir penyu pantai pangumbahan, kabupaten sukabumi

Ermawan, Rifian Wilyadrin (2017) Analisis model bisnis ekowisata taman pesisir penyu pantai pangumbahan, kabupaten sukabumi. Masters thesis, Institut Pertanian Bogor.

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Abstract

Development of transportation means in this day and age is very high, one of them being the automotive field.The growth of motor vehicles in the period of five years reached 9.93% per year.Since 2001 the lubricant market in Indonesia has opened as Republic of Indonesia Presidential Decree No. 21 Year 2001 was released, private Private business entities can open to market their lubricants in Indonesia. Retailer growth is very rapid every year, with an average of 17.57percent per year. The retailer is the last link in a product distribution process, so it is necessary to know how effective the role of retailers in the buying decision of Motul products.In the last 3 years, Motul lubricant seller retailers in Jabodetabek region experienced decline in sales as low as 57%, lower than in 2014 which was 64%. In 2013 Motul sales are relatively high compared to 2014-2015, reaching 80%. The purpose of this research is Analyzing retailers’ perception of marketing mixture and buying decision and than the relationship between the variables and formulating strategies to increase sales of Motul oil products. The research is using primary data obtained from interview with questionnaire to retailer.Total respondents is 125 retailers. The results show product, distribution, and promotion have a significant influence effect on buying decision with the distribution as the most dominant variable. While the price variable isn’t influence effect on buying decision. The retailers’ perception of the marketing mix and buying decision of Motul product is good, but the sales strangely continue to decline. This may due to either the retailers’ perception toward competitor products is even better than Motul products, or the end consumers of lubricant may not follow the recommendations of retailers.

Item Type: Thesis (Masters)
Uncontrolled Keywords: analisa SEM, bauran pemasaran, keputusan pembelian, penjualan, SPSS SEM analysis, marketing mix, buying decision, sales.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 10 Apr 2018 03:41
Last Modified: 10 Apr 2018 03:41
URI: http://repository.sb.ipb.ac.id/id/eprint/3075

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