Analisis Perceptual Mapping Pada Merek Pakaian Pria Uniqlo (Studi Pada Konsumen Pakaian Pria Di Kota Surabaya)

Albar, Aldiano (2018) Analisis Perceptual Mapping Pada Merek Pakaian Pria Uniqlo (Studi Pada Konsumen Pakaian Pria Di Kota Surabaya). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menganalisis positioning merek pakaian Uniqlo dan pesaingnya dalam merek-merek pakaian pria yang ada di kota Surabaya berdasarkan atributnya. Jenis Penelitian ini adalah penelitian deskriptif dengan pendekatan kuantitatif. Indikator yang digunakan dalam penelitian ini adalah Buying Image, Buying Preference, dan Brand Awareness. Metode analisis yang digunakan dalam penelitian ini adalah analisis Perceptual Mapping. Kriteria populasi dalam penelitian ini adalah konsumen yang melakukan pembelian pakaian dalam dua tahun terakhir, responden yang berdomisili di kota Surabaya dan berjenis kelamin Pria. Pengumpulan data dilakukan dengan menyebarkan kuisioner kepada seratus tujuh puluh lima responden kuisioner disebarkan di kota Surabaya. Hasil penelitin ini memberikan gambaran peta persepsi konsumen yang memperlihatkan merek-merek yang saling berdekatan atau berjauhan. Merek-merek yang ada dalam perceptual mapping juga memperlihatkan keunggulan atribut yang dimiliki masing-masing merek berdasarkan kedekatan antar merek dan atirbut. Merek pakaian Uniqlo dipersepsikan memiliki keunggulan atribut menawan dibanding merek lainnya. Hasil penelitian ini juga menunjukkan bahwa merek pakaian H&M dan Pull&Bear merupakan pesaing terdekat dari merek pakaian Uniqlo. Kesimpulan yang diperoleh dalam penelitian ini yaitu merek pakaian Uniqlo mampu bersaing dalam pasar pakaian pria di Indonesia khusunya di kota Surabaya. Merek pakaian Uniqlo dengan atribut unggul yaitu menawan mampu mendapatkan tempat di hati konsumen. Analisis perceptual mapping ini diharapkan dapat menjadi dasar perusahaan untuk melakukan analisis yang mendalam demi tercapainya tujuan perusahaan dan dapat memanfaatkan peluang yang ada sehingga dapat bersaing dengan para kompetitor dan mempertahankan eksistensi perusahaan di pasar Indonesia khususnya di kota Surabaya.

English Abstract

This aims of this study is analyze the positioning of Uniqlo clothing brand and its competitors in men's clothing brands in Surabaya based on their attributes. This type of research is a descriptive study with a quantitative approach. The indicators used in this study are Buying Image, Buying Preference, and Brand Awareness. The analytical method used in this research is Perceptual Mapping analysis.. The criteria of population in this research is consumer who do purchasing shoes in the last two years, respondents who are domiciled in the city of Surabaya and male sex. The data were collected by distributing questionnaires to one hundred seventy five questionnaire respondents distributed in the city of Surabaya. The results of this study provide a map of consumer perceptions that show the brands that are close to each other or far apart. The brands that exist in perceptual mapping also show the superior attributes of each brand based on the proximity between brands and atirbut. Uniqlo clothing brands are perceived to have superior attributes compared to other brands. The results of this study also showed that clothing brands H&M and Pull&Bear were the closest competitors to the Uniqlo clothing brand. The conclusion obtained in this research is Uniqlo clothing brand able to compete in men's clothing market in Indonesia especially in the city of Surabaya. Uniqlo clothing brands with superior attributes that are captivating can get a place in the hearts of consumers. Perceptual mapping analysis is expected to be the basis of the company to carry out in-depth analysis in order to achieve company goals and be able to take advantage of existing opportunities so that they can compete with competitors and maintain the existence of companies in the Indonesian market, especially in Surabaya.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/1050/051900313
Uncontrolled Keywords: Pemasaran, Perceptual Mapping , Kesadaran Merek, Buying Preference. Marketing, Perceptual Mapping, Brand Awareness, Buying Preference
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: 16 May 2019 06:20
Last Modified: 18 Oct 2021 03:23
URI: http://repository.ub.ac.id/id/eprint/165469
[thumbnail of Aldiano Albar.pdf] Text
Aldiano Albar.pdf - Published Version

Download (4MB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (16kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (2kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)

Actions (login required)

View Item View Item