Judul: Positioning analysis of cashew nut in consumer’s mind and factors that affect consumer’s purchase decision (case study in pt. Sentra Family Food Indonesia, West Jakarta)
Abstrak: Cashew nuts are snacks, which rarely to be consumed as a daily snack because many consumers are not accustomed to eat nuts because of the high fat content. Cashew nuts producers need to know the reason why the consumers are not accustomed to eat nuts due to health reasons or due to other factors. The purpose of this study is to analyze the position of cashew nut products which embedded in the consumer mind, to determine the other factors that affect purchasing decisions and to determine the marketing strategies recommendation. The questionnaires are spread around Jakarta, where 160 respondents never consumed cashew nuts, by the composition of female (67%) with age 17- 26 years (56%), unmarried people (60%), private employees (30%) and students (28%) with income of Rp 2.500.000-Rp 3.500.000 (35%). In the purchase decision, the reasons why the consumers buy cashew nuts because of some reason such as: the nuts tastes good and varied (64%), the cashew nuts mostly eat during leisure time at home (54%), the cashew nuts are well known because of the advertisement from the public media and family information about the popular brand which is Caspy (31%) with the uncertain frequency purchases (90%). On the Biplot analysis result the vector attribute that direct into the Caspy brand of cashew nuts is the price attribute which mean that Caspy brand price is cheaper than the competitor brand. The factor that affects the consumer to buy the cashew nuts is the individual different factor with the most affected variable is life style while the unaffected factor is the health reason that had been analyzed by factor analysis. The marketing strategies that being suggested are the cashew nut marketing in any supermarket and minimarket, promote the brand purchase by using electronic media that can reach higher scope of consumer and create the varied packaging size.
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Judul: Analisis brand equity produk camilan kacang merek Mr.P dan implikasinya terhadap bauran promosi pemasaran (Studi kasus PT Mitrasatrya Perkasautama)
Abstrak: Various kind of nuts (cashew nuts, peanuts, soybeans, and green beans) could be use as the main ingridient of snacks. One of snacks that widely known by the customer is groundnut snacks. That products are roasted peanut, egg peanuts, and atom peanuts. The Mr.P peanut snack brand is a product of PT Mitrasatrya Perkasautama. Several peanut snacks products that produced by PT Mitrasatrya Perkasautama are Mr.P roasted peanuts, Chili roasted peanuts, garlic peanuts, honey peanuts dan cashew nut. In the development, the competition of peanut snack product market is tighter. This condition caused by the number of similar product sold in the market. The products are Garuda brand, Dua Kelinci brand, and Kaya King brand. With the competition in the market that become more competitive, it is very important for PT Mitrasatrya Perkasautama to do the brand equity analysis toward the Mr.P peanut snack brand. By acknowledging the brand equity of Mr.P peanut snack brand, the company could know and understand the customer behaviour toward the Mr. P peanut snack brand equity elements. The purpose of this research are to identified the elements that form the brand equity, analyze the brand equity elements that consist of brand awareness, brand association, perceived quality and brand loyalty towards the Mr.P peanut snack brand also formulate the promotion mix of Mr.P peanut snack brand. The scope of this research is analysis the elements of brand equity and the implication to the promotion mix. The product that was researched are the Mr.P peanut snack brand and three similar product brand that dominant in the market and have the potency to be the main competitor of Mr. P brand, that are Garuda brand, Dua Kelinci brand, and Kaya King brand. The respondent in this research is 100 customers in Jakarta area that consumed peanut snacks products. Every element of brand equity analyzed with different method. The descriptive analysis used in this research to analyze brand awareness, perceived quality, and brand loyalty while the Cochran test used to analyze brand association, and to analyze perceived quality use the Biplot analysis method and semantic differential scale. From the analysis acquired that the Mr. P peanut snack brand awareness is quite good, although not good enough compare with the Garuda brand. But the brand is better if compare with Dua Kelinci brand and Kaya King brand. This could be seen from top of mind number (22%) and brand recall (61%). Mr. P was in the second position under the Garuda brand on the top of mind test and second in the brand recall test .On the brand association test, the association that related each other that form the brand image of Mr. P brand are good taste, delight aroma, attractive packaging design, crunchy, can be consumed anytime and have a clean product. Good taste, can be consumed anytime, and have a clean product are the attribute that form the brand image of other peanut snacks. This means that the main attribute that has to be fulfilled are good taste, can be consumed anytime, crunchy, and have a clean product. The
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Judul: Leukemia pada kucing
Abstrak: Leukemia pada kucing adalah suatu penyakit yang sangat patogen, disebabkan oleh sejenis virus. Virus ini dikenal sebagai Feline Leukemia Virus atau FeLV. FeLV ini oleh beberapa ahli dikatakan hanya bersifat ganas pada hewan kucing. Penularannya bisa secara horizontal maupun congenital. Kucing pada semua tingkat umur dapat terserang oleh FeLV ini. Khusus pada bentuk "thymic leukemia", virus ini hanya menyerang anak-anak kucing berumur diba- wah 1 tahun. Kucing-kucing liar atau yang tidak terpeli- hara jarang sekali terinfeksi FeLV. Selain dari serangan virus FeLV itu sendiri, maka penyakit leukemia ini bisa disebabkan oleh beberapa fak- tor yang sudah ada dalam tubuh hewan dan sangat menunjang perkembangan penyakit ini, yaitu antara lain tumor, agen toksik, cedera oleh kecelakaan dan gangguan hemopoiesis. FeLV menyerang sel-sel darah dalam tubuh hewan se- hingga pembentukan darah berjalan tidak normal. Terlihat sel-sel darah yang belum dewasa sudah beredar dalam sir- kulasi darah. Bentuk dan jumlahnya tidak lagi seimbang dalam tubuh hewan kucing tersebut. Gejala klinis antara lain kekurusan, ikterus, anemia, lemah, anoreksia, dyspnoe, sulit menelan, batuk, dan membran mukosa pucat. Selain itu kelenjar pertahanan tubuh juga membengkak, kemudian terjadi hepatomegali, spleenomegali dan pembengkakan pada ginjal. Terbentuk massa tumor pada beberapa tempat. Secara biopsy pada sumsum tulang akan terlihat be- berapa perubahan. Sumsum tulang berwarna merah tua atau abu-abu. Konsistensinya lunak dan terdapat banyak sekali memproduksi sel darah putih. Melalui gambaran darah leukemia ini lebih mudah didiagnosa. Jumlah retikulosit rendah sekali. PCV 8-15%, hemoglobin menurun, sel darah putih (WBC) meningkat, lim- fosit meningkat, Alfaglobulin juga ada peningkatan, dan banyak eosinofil yang belum dewasa beredar dalam darah…dst
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