ANALISIS BAURAN PEMASARAN RITEL TERHADAP POSITIONING LOTTEMART WHOLESALE PALEMBANG (Studi Kasus Perbandingan Antara Lotte Mart Wholesale Dengan Indogrosir Palembang)

ANDRIANUS S., MATIAS and Karim, Suhartini and Eka, Dian (2013) ANALISIS BAURAN PEMASARAN RITEL TERHADAP POSITIONING LOTTEMART WHOLESALE PALEMBANG (Studi Kasus Perbandingan Antara Lotte Mart Wholesale Dengan Indogrosir Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana positioning Lotte Mart Wholesale di Palembang dibandingkan dengan pesaing dengan cara menganalisis hasil jawaban kuesioner yang disebarkan kepada responden yang berjumlah 100 orang. Teknik analisis data menggunakan teknik analisis kuantitatif dan kualitatif, yaitu uji validitas, uji reliabilitas, frekuensi, deskriptif, tabulasi silang, dan kemudian dicari pemetaan persepsi melalui analisis koresponden dengan menggunakan bantuan program SPSS for Windows versi 17.0. Berdasarkan analisis korensponden didapatkan bahwa Lotte Mart Wholesale Palembang memiliki dua keunggulan mempengaruhi strategi positioningnya yaitu harga yang ditawarkan dan lokasi wholesaler. Berdasarkan keunggulan tersebut maka Positioning yang dapat dilakukan adalah positioning dengan diferensiasi citra. Adapun untuk meningkatkan kinerja dan daya saing Lotte Mart Wholesale Palembang, penulis menyarankan agar perusahaan mempertahankan harga yang ditawarkan dan lokasi wholesaler serta tetap mengkomunikasikan keunggulan-keunggulannya yang sulit ditiru oleh pesaing.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Positioning, Peta Persepsi Konsumen dan Wholesaler.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9495 Agricultural industries > HD9000.5.B313 Agricultural industries--Management. Food industry and trade--Management. Food--Marketing--Case studies. Corporations--Finance--Case studies. Industries--Environmental aspects--Case studies. Corporation law. H Social Sciences > HG Finance > HG4001-4285 Finance management. Business finance. Corporation finance
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	26 Apr 2021 13:51
Last Modified:	26 Apr 2021 13:51
URI:	http://repository.unsri.ac.id/id/eprint/45828

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