PENGGUNAAN METODE STATISTIK DALAM PERUMUSAN STRATEGI PEMASARAN PRODUK BERDASARKAN PREFERENSI DAN PERSEPSI KONSUMEN

Julius Kurata, Patdono Suwignjo

Abstract


Three components of marketing strategies are segmentation, targeting, and positioning. Increasingly tight market competition compels a more accurate formulation of the three components of marketing strategy. The knowledge of consumer’s preferences and consumer’s perception about a product’s main competitors will help the formulation of marketing strategy. The use of more quantitative statistic methods i.e. cluster analysis and crosstab analysis are expected to give more exact results in order to give more accurate steps of marketing strategy formulation.


Keywords


segmentation; targeting; preference; perception; cluster analysis; crosstab analysis

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References


Kartajaya, H., 2002. MarkPlus on Strategy. Gramedia. Jakarta.

Santoso, S., 2001. Riset Pemasaran, Konsep dan Aplikasi dengan SPSS. Elex Media Komputindo. Jakarta

Umar, H., 2000. Riset Pemasaran dan Perilaku Konsumen. Gramedia Pustaka Utama. Jakarta.




DOI: http://dx.doi.org/10.12962/j24609463.v1i1.2413

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