Pengembangan Value Proposition dalam Penetapan Strategi Segmenting, Targeting, dan Positioning (Studi pada PT. Bali Pasadena Rattan)

Putri, Egy Salma Maretra (2018) Pengembangan Value Proposition dalam Penetapan Strategi Segmenting, Targeting, dan Positioning (Studi pada PT. Bali Pasadena Rattan). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini dilakukan dengan mengingat pentingnya pemahaman perusahaan dalam menyusun dan membentuk value proposition yang tepat agar nilai yang ditawarkan dapat tersampaikan kepada konsumen. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pembentukan value proposition pada PT. Bali Pasadena Rattan dapat membantu perusahaan dalam menetapkan strategi segmenting, targeting, dan positioning. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif dengan wawancara kepada pengelola PT. Bali Pasadena Rattan di Malang dan Bali, serta konsumen yang menggunakan produk PT. Bali Pasadena Rattan. Fokus penelitian pada penelitian ini meliputi: 1) value proposition yang ditawarkan perusahaan terhadap persepsi konsumen; dan 2) pengembangan value proposition sebagai rumusan dalam merumuskan strategi pemasaran segmenting, positioning, dan targeting pada perusahaan PT. Bali Pasadena Rattan. Hasil penelitian terkait pembentukan value proposition ditemukan bahwa PT. Bali Pasadena Rattan telah mengembangkan 11 elemen value proposition sesuai dengan teori yang diungkapkan Osterwalder dan Pigneur. Namun persepsi konsumen menunjukkan bahwa hanya 8 elemen yang mampu memberikan kepuasan, yaitu elemen sifat baru, penyesuaian, menyelesaikan pekerjaan, desain, merek/status, harga, pengurangan risiko, dan kenyamanan/kegunaan. Sedangkan, elemen lain yang dinilai kurang memberikan kepuasan konsumen diantaranya adalah elemen kinerja, elemen pengurangan biaya, dan kemampuan dalam mengakses. Pembentukan value proposition tersebut untuk membantu penetapan strategi segmenting, targeting, dan positioning. Hasil penelitian menunjukkan bahwa pendekatan pada elemen harga dan penyesuaian dipilih untuk menciptakan nilai pada strategi segmenting. Pendekatan pada elemen harga dan desain dipilih untuk menciptakan nilai pada strategi targeting. Pendekatan pada elemen merek/status, kinerja, dan desain dipilih untuk menciptakan nilai pada strategi positioning.

English Abstract

This research is conducted by considering the importance of understanding the company in compiling and forming the right value proposition so that the value offered can be conveyed to consumers. The purpose of this study was to find out how the value proposition was formed at PT. Bali Pasadena Rattan can assist companies in establishing strategies for segmenting, targeting, and positioning. This research is a descriptive study with a qualitative approach with interviews with managers of PT. Bali Pasadena Rattan in Malang and Bali, as well as consumers who use PT. Bali Pasadena Rattan. The focus of the research in this study includes: 1) the value proposition offered by the company towards consumer perceptions; and 2) the development of the value proposition as a consideration in formulating marketing strategies for segmenting, positioning, and targeting in PT. Bali Pasadena Rattan. The results of the research related to the formation of the value proposition found that PT. Bali Pasadena Rattan has developed eleven elements of the value proposition in accordance with the theory expressed by Osterwalder and Pigneur. However, consumer perceptions show that only eight elements are able to provide satisfaction, namely elements of new nature, adjustment, completing work, design, brand / status, price, risk reduction, and comfort / usability. Meanwhile, other elements that are considered to provide less customer satisfaction include performance elements, cost reduction elements, and ability to access. The formation of the value proposition is to help determine the strategy of segmenting, targeting, and positioning. The results of the study indicate that the approach to the price and adjustment element was chosen to create value in the segmenting strategy. The approach to price and design elements was chosen to create value in the targeting strategy. The approach to brand elements / status, performance, and design was chosen to create value in the positioning strategy.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/1210/051901626
Uncontrolled Keywords: Value Proposition, Strategi Pemasaran, Segmenting, Targeting, Positioning Value Proposition, Marketing Strategy, Segmenting, Targeting, Positioning
Subjects: 300 Social sciences > 332 Financial economics > 332.4 Money > 332.41 Value of money
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Budi Wahyono Wahyono
Date Deposited: 15 Oct 2019 08:14
Last Modified: 18 Oct 2021 05:01
URI: http://repository.ub.ac.id/id/eprint/165354
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