Detail Analisa Segmentation, Targeting, Positioning (STP) dan Implikasinya terhadap Brand Awareness, Perceived Quality, Purchase Intention pada Merk Pemanas Air Tenaga Matahari (Inti Solar) di Daerah Jakarta Bibliografi Author: Yudi ; Wiryawan, Nizam Jim (Advisor) Topik: Segmentation; Targeting; Positioning; STP; Perceived Quality; Brand Awareness; Purchase Intention; Path Analysis; Water Heater Solar Energy Market Business; Structural Equation Modeling (SEM). Bahasa: (ID )     Penerbit: Program Studi Magister Manajemen Sekolah Pascasarjana Universitas Katolik Indonesia Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2012     Jenis: Theses - Master Thesis Fulltext: Yudi's 1 Master Theses 2018.pdf (20.94MB; 25 download) Yudi's 2 Master Theses 2018.pdf (18.01MB; 5 download) Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: MM-838 Non-tandon: tidak ada Tandon: 1  Lihat Detail Induk Abstract The objective of this research is to analyze the segmentation, targeting and positioning (STP) toward marketing strategy, which is the research using brand awareness, perceived quality and purchase intention. The research was done in consumers market at Jakarta with 200 respondents as member of population. Questioner is used as measuring instrument and the answer has given inside, so the renpondents can choise one wich the most suit of themselves. The variables that measuring in this research are segmentation, targeting, positioning, brand awareness, perceived quality dan purchase intention. All of survey result has collected and doing calculate process with probability and statistics method. SPSS Statistics 15.0 for windows was used for validity and reliability test on research instrument, while data analysis was calculated with Structural Equation Modeling (SEM) approach using Path Analysis method with LISREL 8.80 software assistance. The results shows and testified that as good as segmentation, targeting and positioning for marketing will be give more chance for customer taking a decision for buying a product/service. Water heater solar energy is the object in this research. The result of this research show that segmentation, targeting and positioning beneficial positive with brand awareness but negative to perceived quality. And both of them beneficial positive to purchase intention. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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