ANALISIS EFEKTIFITAS PERIKLANAN PADA PRODUK LEE COOPER (PT. KUSHENDY ASRIBUSANA)

Dedi, Hona (2001) ANALISIS EFEKTIFITAS PERIKLANAN PADA PRODUK LEE COOPER (PT. KUSHENDY ASRIBUSANA). Masters thesis, Institut pertanian Bogor.

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Abstract

The purposes of this study are : (I) to idenizfy factors influencing buying Lee Cooper's product; (2) to identzfy consumer's behaviour on Lee Cooper's product; (4) to evaluate Lee Cooper's advertising efectivity; and (4) to recommend promotion strategy to PT. Kushendy Asribusana (PT. KA). The result of this study that the most important and influencing attribute on buying Lee Cooper's product are model and quality. Second, the Cosmopolitan magazine gives the biggest contribution on Lee Cooper's product acknowledgement through advertising. Third, consumers do aware on Lee Cooper's advertising, but they can not remember it well so that the advertisement objective can not be achieved The implication of the result on marketing strategy for PT. X4 focused on : (I) promotion strategy, which are : develop media planning especially TV and making new advertisement that prominent the product's excellent on model and quality, aadjusted with consumer's condition in Indonesia; (2) market development strategy (horizontal dan vertical); and product development, focused on cloth accesories such as belt.

Item Type: Thesis (Masters)
Uncontrolled Keywords: LEE COOPERPT. KUSHENDY ASRIBUSANA
Subjects: Manajemen Pemasaran
Divisions: Sekolah Bisnis > Perpustakaan
Depositing User: Staff-1 Perpustakaan
Date Deposited: 03 Jan 2012 12:48
Last Modified: 03 Jan 2012 12:48
URI: http://repository.sb.ipb.ac.id/id/eprint/833

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