Strategi lancome indonesia dalam meningkatkan top 10 cosmetics brands

Vionna, Tracy (2013) Strategi lancome indonesia dalam meningkatkan top 10 cosmetics brands. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini berjudul Strategi Lancome Indonesia dalam Meningkatkan Top 10 Cosmetics Brand. Penelitian ini bertujuan untuk menjelaskan bagaimana strategi Lancome Indonesia dalam meningkatkan Top 10 cosmetics brands yang dinilai dari tiga faktor yaitu berdasarkan pendapatan, loyalitas konsumen, dan pangsa pasarnya Teori dan Konsep yang di pakai dalam penelitian ini adalah Social Exchange, dan Strategi Bauran Pemasaran. Penelitian ini menggunakan metode kualitatif yang bertujuan untuk menjelaskan fenomena sedalam-dalamnya melalui pengumpulan data. Sumber informasi dalam penelitian ini adalah Brand Manager Lancome of Indonesia selaku key iforman dan beauty advisor Lancome Indonesia, blogger of cosmetic, dan member Lancome selaku informan. Unit analisis yang digunakan merupakan multi analisis karena setiap 2 sumber yaitu keyinforman selaku brand manager dan informan selaku beauty advisor hanya mewakili dari satu populasi. Sedangkan informan selaku blogger dan member merupakan perwakilan dari pendapat dan pengalaman pribadi yang bukan mewakili dari satu populasi. Peneliti melakukan pengumpulan data di lapangan dan kepustakaan. Dalam menganalisis data penelitian dengan menampilkan gambaran analitis dan mendalam dari fenomena yang diteliti, yang merefleksikan pengalaman partisipan dalam bentuk paragraf. Kesimpulan Penulis dari hasil penelitian yang telah penulis lakukan adalah Lancome telah berhasil dalam meningkatkan peringkat TOP 10 Cosmetics Brands. Lancome menggunakan teori komunikasi pertukaran sosial, dan strategi bauran pemasaran yaitu 7P dalam menjalankan ketiga strategi yaitu dalam meningkatkan pendapatan, loyalitas konsumen, dan pangsa pasarnya, Saran Penulis adalah strategi Lancome Indonesia dalam meningkatkan pendapatan, loyalitas, dan pangsa pasarnya sudah baik dan telah berhasil membawa Lancome sampai ke peringkat enam di dunia. Namun kiranya agar Lancome tetap terus mempertahankan posisinya dan terus mengembangkan lagi strateginya untuk tetap menjadi yang terbaik. / The study is titled Strategies to Improve Lancome Indonesia Top 10 Cosmetics Brand. This study aims to explain how the strategy Lancome Indonesia in improving the Top 10 cosmetics brands were judged by three factors are based on revenue, customer loyalty and market share. In this study, Theories and concepts that the writer use are Social Exchange and the Marketing Mix Strategy. This study used a qualitative method that aims to explain the phenomenon deeply through deep data collection. The sources of information in this study was Brand Manager Lancome of Indonesia as key iforman and Indonesia Lancome beauty advisor, blogger of cosmetic and Lancome members as informants. The unit of analysis is the analysis of multiple sources because keyinforman as brand manager and the informant as a beauty advisor is only representative of the population. While the informant as a blogger and member is a representative of the opinions and personal experiences that are not representative of the population. Researchers conducted field data collection and literature. In analyzing the study data by displaying analytical and in-depth picture of the phenomenon under study, reflecting the experience of the participants in the form of paragraphs. The writer conclusion of the research that has been done is the Lancome has succeeded in improving the ranking Top 10 Cosmetics Brands. Lancome using social exchange theory and the 7P marketing mix strategies in implementing these strategies to increase revenue, customer loyalty and market share, The writer advice for Lancome Indonesia are a strategy to increase revenue, loyalty, and market share has been good and has successfully brought Lancome up to sixth ranking in the world. But Lancome still have to continues to maintain its position and continue to develop further they strategies to remain as the best.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Vionna, TracyUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSuratmo, L. Y. JokoUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: strategy ; lancome indonesia ; top 10 cosmetics brands
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:22
Last Modified: 19 Dec 2019 03:09
URI: http://repository.uph.edu/id/eprint/1096

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