ANALISIS ATRIBUT PRODUK YANG DIPERTIMBANGKAN KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN DETERJEN

IKE RICHMOND ADI, SANTIKA (2009) ANALISIS ATRIBUT PRODUK YANG DIPERTIMBANGKAN KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN DETERJEN. Other thesis, University of Muhammadiyah Malang.

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Abstract

The research done was survey research, where the researcher did observation in data collection which was done titled: “Analysis of Considered Attribute by Consumer in Detergent Buying Decision”. The research aimed to find out the latest product’s attributes which considered by consumer in buying decision making of Surf Easy detergent, to find out the latest product’s attributes which considered by consumer in buying decision making of white Daia detergent and also to find out the latest product’s attributes which considered by consumer in buying decision making of Attack Easy. The research benefit was as consideration for company’s management in deciding policy about product’s attributes in the next future. Analytical tool used in this research was Multidimensional Scalling (MDS). Multidimensional scalling (MDS). According to mapping, there could be found that the product’s attributes considered by consumer in buying decision making of Surf Easy Detergent was brand variable, it could be concluded since brand variable could be used as product identification. The mapping found that brand and quality was considered product attribute by consumer in buying decision making of white Daia detergent. The result prove that brand and quality could be used as product identification, while quality included product strength and reliability. Mapping found that product’s attributes considered consumer in buying Attack Easy detergent were brand and quality. So it could be said that brand and quality was the product identification which showed the priority of the product.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Management
Depositing User: Anwar Jasin
Date Deposited: 09 May 2012 04:27
Last Modified: 09 May 2012 04:27
URI: http://eprints.umm.ac.id/id/eprint/4847

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