Amanah, Aam (2021) PERILAKU KONSUMEN DALAM MEMILIH PRODUK - PRODUK BEAR BRAND. Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui perilaku konsumen dalam memilih produk – produk Bear Brand berdasarkan kriteria yang telah ditentukan yaitu harga, lokasi, kemasan, promosi dan manfaat produk, serta untuk mengetahui varian apa yang paling banyak diminati oleh konsumen diantara Bear Brand Original, Bear Brand Gold White Tea dan Bear Brand White Malt. Penelitian ini merupakan jenis penelitian deskriptif dengan pendekatan kuantitatif, dengan menggunakan metode AHP (Analisis Hierarki Proses). Sampel dalam penelitian ini merupakan 21 orang konsumen dari beberapa agen yang ada di Jakarta dengan penyebaran kuesionernya menggunakan whatsapp dan email. Berdasarkan hasil dan pembahasan penelitian ini membuktikan bahwa konsumen memilih produk Bear Brand Original dengan pertimbangan yang utama adalah manfaat produk serta promosi yang sering dilakukan. This study aims to look at consumer behavior in choosing Bear Brand products based on predetermined criteria namely price, location, packaging, promotion and product benefits, and to find out what variants are most in demand by consumers namely Bear Brand Original, Bear Brand Gold White Tea and Bear Brand White Malt. This research is a descriptive research with a quantitative approach, by using the AHP (Process Hierarchy Analysis) method. The sample used in this study were 21 consumers of several agents in Jakarta by distributing questionnaires using WhatsApp and email. Based on the results and discussion in this study proves that consumers who choose Bear Brand Original products with the main consideration are the benefits of the product and the promotions that are often carried out.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Perilaku Konsumen, Pemilihan Produk, Bear Brand dan AHP | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ms AAM AMANAH | ||||||||
| Date Deposited: | 10 Dec 2021 05:56 | ||||||||
| Last Modified: | 10 Dec 2021 05:56 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5960 |
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