ANALISIS PERSEPSI KONSUMEN MENGENAI ATRIBUT PRODUK HAND & BODY LOTION (Studi Pada Mahasiswi Universitas Muhammadiyah Malang Kampus 3)

Wijayanti, Merlisa (2008) ANALISIS PERSEPSI KONSUMEN MENGENAI ATRIBUT PRODUK HAND & BODY LOTION (Studi Pada Mahasiswi Universitas Muhammadiyah Malang Kampus 3). Other thesis, University of Muhammadiyah Malang.

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Abstract

The research aimed to find out consumer perception map about hand & body lotion product consisted of Citra, Vaseline, Marina, Nivea, and Viva. Variables used were brand, product feature, quality, package, and label sourced from Fandy Tjiptono (1997; 103-107) research and Kotler & Amstrong (354-369). In this research, there were two product level found in this research. First, core product of hand & body lotion was the quality product to moisturize skin and product reliability to moisturize skin. The second, actual product of hand & body lotion were brand, brand logo, product feature, package, label. Data analysis method used was Multidimensional Scaling (MDS). According to Multidimensional Scaling Analysis, there could be found that the five perception map resulted that perception map of the fifth product hand & body lotion has good value. The stimulus position from the five perception map with brand attributes combination in two dimensional perceptual map image. Stimulus position from five perception map which was combination of perception map 1 were brand and logo, perception map 2 was skin protection feature from UV and skin brighter formula performance, perception map 3 was the quality of hand & body lotion performance as skin moisturizer and the reliability of hand & body lotion as skin moisturizer. Perception map 4 was the package and color package, perception map 5 was the package form and descriptive label. From the perception map, there found product perception according to the core product and actual product of hand & body lotion. Where the brand position for core product of hand & body lotion in first position were Vaseline and Nivea. The second position were Citra and Viva, and the third position was Nivea, and the fourth was Marina. From both product, there could be concluded that Vaseline was one of hand & body lotion brand with the best product attribute, the Citra in the second position and the third were Nivea and Viva, and the fourth was Marina.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 11 Jun 2012 03:05
Last Modified: 11 Jun 2012 03:05
URI: http://eprints.umm.ac.id/id/eprint/7022

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