Efektivitas voucher ice cream car wash yang dijual mejiku berdasarkan model customer response index = The effectiveness of ‘’ice cream car wash’’ coupon that were sold by mejiku based on customer response index model

Radityatama, Ega Giovanny (2015) Efektivitas voucher ice cream car wash yang dijual mejiku berdasarkan model customer response index = The effectiveness of ‘’ice cream car wash’’ coupon that were sold by mejiku based on customer response index model. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Berkembangnya persaingan usaha membuat para pelaku usaha meningkatkan aktifitas pemasaran mereka dengan engembangkan inovasi iklan, penjualan promosi, pemasaran langsung,publisitas dan kegiatan pemasaran lainnya untuk mendapatkan pelanggan. Salah satu cara usaha untuk mendapatkan pelanggan mereka adalah dengan menjual sertifkat berupa voucher sebagai alat promosi mereka.Voucher yang dijual adalah bentuk penghematan bagi pelanggan yang ingin mencuci mobil mereka selama sepuluh kali di Mejiku. Penelitian ini bertujuan untuk menguji efektivitas dari penjualan Voucher ’’Ice Cream Car Wash’’ oleh Mejiku yang diukur dengan menggunakan model Customer Response Index (CRI) yang dapat menggambarkan tahap respon konsumen terhadap stimulus berupa voucher. Secara distingtif, penelitian ini menjelaskan efektivitas voucher “Ice Cream Car Wash” pada tiap tahap respon tersebut, yaitu Kesadaran, Pemahaman, Ketertarikan, Niat dan Tindakan Membeli. Metode yang digunakan dalam penelitian ini adalah metode survei deskriptif dengan pendekatan kuantitatif. Sampel yang digunakan untuk penelitian ini sebesar 120 responden yang pernah mencuci mobil mereka di Mejiku dan sesuai dengan target market yang dituju Mejiku. / The growth of business competition made most of the entrepreneurs increase their marketing activities by developing their innovation of advertising, sales promotion, direct marketing, publicity and other marketing activities to gain their customers. One attempt to gain their customers is by the selling certificates in the form of coupon as their promotion tool. The coupons were sold are the form of savings for the customers that were planning to wash their car ten times on Mejiku. This research discusses about the effectiveness of “Ice Cream Car Wash” coupon that were sold by Mejiku, which measured using Customer Response Index model (CRI) to describe the stages of consumer respond to voucher. Distinctively, this research describes the effectiveness of “Ice Cream Car Wash” coupon on each stage of respond: which is Awareness, Comprehend, Interest, Intentions and Purchasing Action. The method used for this research were as much as 120 respondents who already have wash their cars on Mejiku and according to Mejiku intended target market.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Radityatama, Ega GiovannyUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSimangungsong, Benedictus ArnoldUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: efektivitas ; promosi penjualan ; voucher ; coupon
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: Mrs Linda Dwiastuti
Date Deposited: 16 Oct 2018 08:01
Last Modified: 07 Nov 2018 06:52
URI: http://repository.uph.edu/id/eprint/1781

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