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ANALISIS SEGMENTASI PASAR KONSUMEN PRODUK LUWAK WHITE KOFFIE (Studi di Universitas Muhammadiyah Malang)

Saifuddin, Muhammad (2015) ANALISIS SEGMENTASI PASAR KONSUMEN PRODUK LUWAK WHITE KOFFIE (Studi di Universitas Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

This research aims to determine the market segmentation Luwak White Koffie at the University of Muhammadiyah Malang Students. This kind of research is a survey research. The population in this research is the student campus III University of Muhammadiyah Malang who consume Luwak White Koffie. In this research sampling using judgmental sampling with amount of sample of 100 respondents. Data analysis tool used in this research is to use cluster. Based on the results of research and discussion by using cluster analysis it can be concluded that the cluster I shows the characteristics of the market segments of consumer Luwak White Koffie at the University of Muhammadiyah Malang Students that include activities, interests, knowledge, experience and have the view that the product is the best. In this second cluster, characteristics of the market segmentation Luwak White Koffie at the University of Muhammadiyah Malang students which includes: social status, level of education, opinions, new users, users remain, awareness of the product, a positive attitude and always consume the product. The suggestion in this research that the company should strive to maintain and improve product quality, price-fixing can still be reached by the purchasing power of the consumers that the product is able to compete with similar products.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics > Department of Management
Depositing User: Fitri Ramandhany
Date Deposited: 16 Mar 2016 07:39
Last Modified: 16 Mar 2016 07:39
URI : http://eprints.umm.ac.id/id/eprint/20937

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