Judul: Strategi Bauran Pemasaran Berdasarkan Analisis Brand Equity Kopi GS PT. Gasandry, Bogor
Abstrak: Marketing mix is a marketing reach that simplified into four marketing policy, which consists of product, price, place, and promotion. Marketing mix strategy must be prepared properly according to consumer perception to get the optimum sales target. The high production and domestic consumption of coffee affect on rapidly develop of variety of packaged coffee industry. GS Coffee is a new brand of packaged coffee produced by PT. Gasandry, Bogor. Under the competitive conditions, PT. Gasandry need to know its brand equity. By knowing the brand equity, it can be known about consumer perception and its position compared with other competitor brands. Understanding of brand equity GS Coffee product can serve as the basis for evaluation and development activities of the marketing mix in order coffee GS is able to develop its presence in any competition in the long period. The purpose of this research is to obtain the formulation of marketing mix strategies based on brand equity analysis of the GS Coffee. Scope of marketing mix strategy formulation is based on analysis of brand equity elements of GS Coffee. Elements of brand equity include brand awareness, brand association, perceived quality, and brand loyality. Items reviewed in this study were GS Coffee product and competitor brand that is Torabika, ABC, Kapal Api, Liong Bulan, and Oplet. This research site focused in Bogor Regency. The method used is descriptive analysis, Cohcran test, Fishbein attitude model, Importance Performance Analysis (IPA), Semantic Differential scale, Biplot analysis, Likert scale, and calculating average. Based on brand awareness analysis, the most coffee brand widely known by consumers in a row is ABC, Torabika, Kapal Api, Liong Bulan, Oplet, and GS. So that the brand awareness of GS Coffee is still low due to the fact that it had just launched six months ago. Brand association analysis results showed that GS Cofee have association with attributes of low price, quality guaranteed, complete labelling information, easily obtained, fine powder, and safe to eat. Consumer confidence of the GS coffee lowest among competitive brands that were examined. The attributes of package Coffee that have a high importance is taste, safety, quality, and flavor. GS coffee has a good performance on the attributes of price, safety, availability, and the fineness of powder. Attributes of taste, quality, and aroma still have low performance. Brand loyality analysis showed that the dominant of consumer GS coffee is switcher consumer type. However, analysis of the satisfied buyers GS coffee has a good value, it means that consumers of GS coffee generally been satisfied with GS Coffee product. The best marketing strategy of GS Coffee is concern to low economic society at Bogor for market segment. The target market is men and women, age above 15 years, and income level below 2.5 million Rupiahs from various levels of education and employment. GS coffee best when positioned as coffee drinks that are safe to eat, good taste, reasonable price, and fit to drink anytime.
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Judul: Analisis hubungan promosi terhadap perpindahan merek kopi kemasan
Abstrak: Promosi merupakan aktivitas pemasaran yang berusaha menyebarkan informasi, mempengaruhi, dan mengingatkan pasar sasaran atas perusahaan dan produknya agar bersedia menerima, membeli, dan loyal pada produk yang ditawarkan perusahaan yang bersangkutan. Industri kopi GS berdiri pada tahun 2008 dan pemasarannya sudah menyebar di Jakarta, Jawa Barat, Denpasar, Sumatera dan Lombok. Industri kopi merupakan industri yang banyak berkembang di Indonesia sehingga menyebabkan persaingan antara industri kopi semakin ketat. Maka dari itu penting mengetahui hubungan antara promosi dengan perpindahan merek agar perusahaan dapat mengetahui promosi yang tepat dan berdampak baik terhadap perpindahan merek dari merek lain (ABC, Torabika, Kapal Api, Liong Bulan, dan Oplet) dan terhadap pangsa pasar. Tujuan dari penelitian ini adalah mengetahui hubungan promosi terhadap perpindahan merek (brand switching) kopi kemasan. Data yang digunakan dalam penelitian adalah data primer dan data sekunder. Data primer diperoleh dari wawancara dengan pihak perusahaan dan penyebaran kuesioner. Data sekunder diperoleh dari data perusahaan, yaitu biaya promosi dan tingkat penjualan. Metode dari penelitian ini adalah pengolahan data menggunakan SPSS 17, Lisrel, dan Microsoft Excel. Pengolahan data mencakup analisis deskriptif, analisis dengan Structural Equation Modelling, dan Brand Switching Pattern Matrix. Menurut hasil analisa deskriptif, GS masih tergolong kedalam unware brand dan merupakan tantangan tersendiri untuk GS dalam mengkomunikasikan produknya dengan strategi promosi yang tepat. Konsumen GS belum memiliki loyalitas tinggi, sehingga kemungkinan untuk berpindah merek ke merek lain masih sangat tinggi. Hubungan antara promosi dengan perpindahan merek hanya memiliki sedikit pengaruh, diperlihatkan dari nilai t-hitung 1.22 < 1.96 (t-tabel) tetapi masih bernilai positif. Sedikitnya pengaruh promosi terhadap perpindahan merek disebabkan karena promosi yang dilakukan GS dengan tujuan mengkomunikasikan produk kurang gencar dan frekuensi promosi yang sedikit. Atribut promosi yang berpengaruh tinggi adalah pemberian hadiah kepada konsumen dengan nilai sebesar 13.31 dan atribut perpindahan merek yang berpengaruh tinggi adalah pengaruh rasa dengan nilai 13.38, ini sesuai dengan analisis deskriptif yaitu konsumen akan berpindah merek jika rasa sesuai dengan selera. Menurut analisis deskriptif promosi yang berkenan di masyarakat adalah pemberian potongan harga dengan sumber informasi yang paling diminati televisi dan kesan terhadap merek GS adalah dari bintang iklannya. Dari analisis brand switching pattern matrix pangsa pasar GS akan meningkat selama tiga tahun kedepan, hal ini merupakan peluang besar untuk GS. Untuk mencapai hal tersebut diperlukan promosi yang gencar dari GS. Saran untuk GS dari hasil penelitian ini adalah sebaiknya lebih gencar dalam mengadakan promosi terutama penyebaran informasi pada pasar tradisional Veronica Lusi Budiman. F34061125. Relationship Analysis Between Promotion and Brand Switching of Packaging Coffee. Case Study at PT. Gasandry, Bogor. Under the guidance of Irawadi Jamaran. 2010
Keyword: Promotion, Brand switching, Marketing, Bogor Agricultural University, Institut Pertanian Bogor, IPB

Judul: Posisi Filogenetik Kura-Kura Carettochelys Insculpta  (Reptillia: Testudinata)
Abstrak: Carettochelys insculpta is an endemic freshwater turtle of southern Papua and northern Australia. Phylogenetic position of this turtle is remain unresolved until now. Most of the research conducted show close relationships of C. insculpta and members of Trionychidae family. However, some of the research show distance between C. insculpta and members of Trionychidae family. This research is conducted to analyze phylogenetic relationship between C. insculpta and other members of Testudinata using 12S rRNA, 16S rRNA, and both gene as markers. DNA samples were obtained from three different organisms of C. insculpta. Two species used as outgroups were Alligator mississippiensis and Iguana iguana. Phylogenetic analysis was carried out using Neighbor-Joining method with Felsenstein 1981 (F81) modeltest. A polytomy tree of Testudinata was produced by using 12S rRNA gene. However, analysis using 16S rRNA and both genes as markers confirmed that C. insculpta was located between the Chelonidae and the Trionychidae family.
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