Wibowo, Rangga Arya (2018) Analisis Strategi Pemasaran 3Second dengan pendekatan Perceptual Mapping (Studi pada Konsumen Pakaian Pria di DKI Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan persepsi konsumen terhadap brand pakaian pria 3Second dan pesaingnya pada industri fashion pakaian pria di DKI Jakarta dan (2) menjelaskan strategi yang harus dijalankan oleh 3Second berdasarkan seluruh indikator persepsi konsumen. Jenis penelitian ini adalah descriptive research dengan pendekatan kuantitatif. Variabel dalam penelitian ini adalah brand image, buying preference, brand awareness, market share, dan brand preference. Kriteria sasaran populasi dalam penelitian ini adalah (1) Responden pria berusia 17 - 40 tahun, (2) Responden pria yang memahami brands pakaian pria, (3) Responden pria yang melakukan pembelian produk pakaian dalam 6 bulan terakhir. Teknik pengambilan sampel untuk penelitian ini menggunakan purposive sampling dan metode pengumpulan data dengan menyebarkan kuesioner offline kepada 150 responden di DKI Jakarta. Analisis data menggunakan Multidimensional Scalling (MDS), statistika deskriptif, dan Thurstone Case V. Hasil penelitian menunjukkan bahwa 3Second berada pada peringkat kesepuluh brands pakaian pria dari total 127 brands pakaian pria yang diketahui responden berdasarkan persepsi konsumen di DKI Jakarta, namun belum memperoleh peringkat teratas pada kategori top of mind, most buying, most favorite, dan brand recall. Brand 3Second pada perceptual mapping berada di koordinat 58 pada dimensi 1 dan koordinat 9 pada dimensi 2 yang berada pada kuadran kedua bersamaan dengan Uniqlo dan Pull & Bear. Ketiga brands ini dipersepsikan oleh konsumen memiliki kesamaan atribut produk serupa yaitu populer, awet, dan sporty. Karakteristik konsumen brand 3Second di DKI Jakarta didominasi oleh usia muda 17-21 tahun, dengan status pernikahan belum menikah, berprofesi sebagai mahasiswa, dan memiliki pendapatan perbulan di bawah dua juta rupiah. Melihat dari peta penjualan pakaian, menunjukkan bahwa posisi brand 3Second berada paling rendah bila dibandingkan dengan kesembilan brands pakaian pria lainya namun bila dilihat dari karakteristik konsumen 3Second menyasar karakteristik yang potensial didukung dengan tidak adanya pesaing di zone 4 membuat pasar 3Second sangat aman. Strategi yang dapat dilakukan oleh brand pakaian 3Second yaitu melihat karakteristik konsumennya dengan semakin meningkatnya kualitas serta atribut atau nilai produk yang ditawarkan kepada konsumen serta mengontrol harga yang ditawarkan sesuai dengan keterjangkauan konsumennya sehingga dapat meningkatkan penjualan pakaian 3Second di Indonesia khususnya di DKI Jakarta untuk dapat bersaing dengan produk fashion pakaian pria.
English Abstract
This research aimed to (1) explain consumer perceptions of 3Second men's Clothing and its competitors in the menswear fashion industry in DKI Jakarta and (2) explain the strategy that should be run by 3Second based on indicators of customer perception. The type of this research is descriptive research with quantitative approach. The variables of the research are brand image, buying preference, and brand awareness, market share, brand preference as the atribut. The criteria of target population in this research are (1) Men's respondent with 17 – 40 years old, (2) Men's respondent who understand Clothing brands, (3) Men’s respondent who make purchased Clothing products last 6 months. The sampling technique for this research was using purposive sampling and the data collecting method by distributing offline questionnaire to 150 respondents in the city of DKI Jakarta. Data analysis used multidimensional scalling (MDS), descriptive statistics, and Thurstone Case V. The results showed that 3Second ranked the tenth men's clothing brands out of a total of 127 men's clothing brands known to respondents based on consumer perceptions in DKI Jakarta, but has not gained top rank in top of mind, most buying, most favoritede, and brand recall categories. 3Second brand on the perceptual mapping is at coordinate 58 in dimension 1 and coordinates 9 in dimension 2 where in second quadrant along with Uniqlo and Pull & Bear. These three brands are perceived by consumers to have similarities or similar product attributes of popular, durable, and sporty. Characteristics of 3Second brand consumers in DKI Jakarta is dominated by a young age of 17-21 years, with unmarried marriage status, as a student, and have monthly income under two million. Looking from sales menswear map, indicates that the position of the brand 3Second are the lowest when compared to other brands of the ninth men's Clothing but when viewed from the characteristics of consumers 3Second, is a characteristic that supported potential, in the absence of competitors in zone 4 making markets very safe. The strategy can be carried out by brand 3Second is looking at the characteristics of consumers with the ever increasing quality and attributes, or the value of products offered to consumers as well as controlling the price offered according to affordability of consumers so that they can increase sales of Clothing 3Second in Indonesia, especially in DKI Jakarta to be able to compete with fashion clothing.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/998/051811730 |
| Uncontrolled Keywords: | Perceptual Mapping, Strategi Pemasaran, Men’s Fashion Perceptual Mapping, Marketing Strategy, Men’s Fashion |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 31 May 2019 03:32 |
| Last Modified: | 18 Oct 2021 02:04 |
| URI: | http://repository.ub.ac.id/id/eprint/165242 |
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