Judul: Analisis brand equity (ekuitas merek) produk ikan kaleng pengunjung supermarket Matahari Sultan Plaza Kota Bandung
Abstrak: Peran brand equity sangat penting sebagai Iandasan dalam menentukan langkah dan strategi pemasaran dari suatu produk. Semakin kuat brand equity suatu produk, dalam hal ini produk ikan kaleng, semakin kuat pula daya tariknya di mata konsumen untuk mengkousumsi produk tersebut yang selanjutnya akan menghantarkan perusahaan meraih keuntungan yang diharapkan. Dalam penelitian ini dipelajari persepsi konsumen ikan kaleng pada berbagai elemen brand equity, antara lain : brand awareness, brand association, brand perceived quality, dan brand loyalty. Metoda pengambilan sampel yang digunakan adalah accidental sampling. Adapun konsumen yang diambil sebagai sampel dalam penelitian ini adalah 53 orang pengunjung Supermarket Matahari Sultan Plaza. Merek ikan kaleng Gaga memperoleh peringkat paling ideal dalam setiap tingkatan elemen brand awareness disusul merek Botan dan merek ABC. Hal ini dimungkinkan karena ketiga merek tersebut mempunyai pangsa pasar produk ikan kaleng terbesar di Bandung. Asosiasi-asosiasi pembentuk brand image dari merek Botan, lebih banyak daripada yang dimiliki oleh merek Gaga dau ABC pada elemen brand association. Hal ini berkorelasi positif dengan hasil yang diperoleh pada elemen brand perceived quality dimana kondisi merek Botan juga lebih baik daripada merek Gaga dan ABC. Sementara pada elemen brand loyalty, ketiga merek berada dalam kondisi yang tidak jauh berbeda. Hampir semua informasi pada setiap tahapan brand loyalty menguntungkan perusahaan, kecuali pada tahapan committed buyer, dimana pihak perusahaan dari ketiga merek tersebut harus mengeluarkan biaya promosi lebib besar karena hampir tidak ada keikutseitaan konsumen dalam mempromosikan produk ikan kaleng tersebut kepada orang lain. Secara umum merek ikan kaleng Botan memiliki brand equity paling kuat diantara ketiga merek ikan kaleng yang dianalisis.
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Judul: Kajian Ekuitas Merek Ikan Kaleng dan Implikasinya terhadap Bauran Pemasaran (Studi Kasus di Kota Bogor)
Abstrak: The objective of this research is to analyze the brand equity of various canned fish product, to analyze the relation of consumer demography with the brand equity of canned fish product and also to formulate the marketing mix based on the elements of brand equity. Analyzing tools used in this research are analysis tools of each stage of brand equity, fishbein analysis, biplot analysis, and descriptives analysis. The result of brand equity research shows that the most remembered brand is Botan, followed by Gaga and ABC. Gaga brand has more brand image farming association than that of Botan and ABC. While all the three brand have the same position on brand loyalty, most of all brand at every stage of brand loyalty give profit except for the committed buyer step, the company have to spend a great expense on promotion cost due to consumer’s lack of knowladge on canned fish brand. In general, the strongerst brand equity is held by Botan and followed by Gaga. ABC brand has not yet owned brand equity, because ABC brand is included as new canned fish in market. The result of segmentation analysis shows that canned fish product is more focused on female between 15 to 35 years old with in middle earning level who has high activity and according to location analysis, it can be concluded that location of consumers residence influence consuption pattern. This can help producer to focus where to sell the product. According to marketing mix result, recommendation for Botan brand is: (1) product mix, by improving product quality and creating new product with more spesific taste and aroma, (2) price mix, by determining optimum/premium price to find out the level of which consumer will to pay, e.q. premium sardines product, (3) place mix, by improving distribution system and placing Botan canned fish product on easily-reached-by-consumer places, (4) promotion mix, further promotion need to conduct in order to keep Botan brand on top of mind of consumer such as direct selling strategy on canned fish counters, (5) people mix, by maintaining contiguilty relation with consumer e.q. by giving prizes (gimmic) to consumer’s, (6) process mix, by maintaining product quality from process dispatch to consumers home, (7) physical evidence mix, making better packaging appearance by modification of can shape such as oval shape and modification of packaging colour to distinguish with competitor’s product. Marketing mix for Gaga brand is: (1) product mix, maintaining product by giving appreciation for loyal consumers of Gaga brand, (2) price mix, by maintaining to offerred price and giving bonus for large quantity purchasing, (3) place mix, by maintaining loyal distributor agent and substracting product in unloyal distributors and also selecting agents whitch is more proper to product, (4) promotion mix, further promotion need to be conducted in order to make the product remembered by consumer, by using medias, (5) people mix, by creating high quality product to retain consumer, (6) process mix, by monitoring process especially on pre-cooking stage so the fish not be become too brittle, (7) physical evidence mix, by maintaining the good appreance of Gaga
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Judul: Penyelesaian model infeksi HIV pada sel darah Putih (T CD4+) dengan menggunakan metode perturbasi homotopi
Abstrak: Acquired immunodefficiency syndrome (AIDS) is defined as symptoms of human immune system deterioration caused by human immunodefficiency virus (HIV). The virus damages the leucocytes; therefore, once a person is infected by the HIV, his/her immune system will be paralyzed and eventually he/she will not be able to survive from any disease. HIV is transmitted in many ways, such as having unsafe sex, using unsterilized syringe and blood transfusion. Homotopy perturbation method is implemented to give approximate and analytical solutions of nonlinear ordinary differential equation systems as a model for HIV infection of CD4+ T cells. A modification of the homotopy perturbation method (HPM), based on the use of numerical solution, is proposed. Some plots are presented to show the reliability and simplycity of the homotopy perturbation method. The results obtained in this study indicate that the homotopy perturbation method is highly efficient to solve models of HIV infection of cells (T CD4+). Errors resulting from this method is so small that the solution obtained by is very close to the exact solution.
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