PENGARUH EVENT MARKETING TERHADAP MINAT BELI PADA PRODUK TROPICANA SLIM : survey pada anggota Prolanis di puskesmas negeri kota Bandung
At this time many diseases suffered by the community, one of them is diabetes. Diabetes is usually caused by excessive intake of sugar. PT. Nutrifood Indonesia has Tropicana Slim product which aims to prevent diabetes. However Tropicana Slim always does not reach sales target every year (2014-2016)....
Saved in:
| Main Author: | |
|---|---|
| Format: | Academic Paper |
| Published: |
2017-07-26.
|
| Subjects: | |
| Online Access: | http://repository.upi.edu/32597/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| LEADER | 04657 am a22003133u 4500 | ||
|---|---|---|---|
| 001 | repoupi_32597 | ||
| 042 | |a dc | ||
| 100 | 1 | 0 | |a Yudiawinata, Favian |e author |
| 245 | 0 | 0 | |a PENGARUH EVENT MARKETING TERHADAP MINAT BELI PADA PRODUK TROPICANA SLIM : survey pada anggota Prolanis di puskesmas negeri kota Bandung |
| 260 | |c 2017-07-26. | ||
| 500 | |a http://repository.upi.edu/32597/1/S_PEM_1304176_Title.pdf | ||
| 500 | |a http://repository.upi.edu/32597/2/S_PEM_1304176_Abstract.pdf | ||
| 500 | |a http://repository.upi.edu/32597/3/S_PEM_1304176_Table_of_content.pdf | ||
| 500 | |a http://repository.upi.edu/32597/4/S_PEM_1304176_Chapter1.pdf | ||
| 500 | |a http://repository.upi.edu/32597/5/S_PEM_1304176_Chapter2.pdf | ||
| 500 | |a http://repository.upi.edu/32597/6/S_PEM_1304176_Chapter3.pdf | ||
| 500 | |a http://repository.upi.edu/32597/8/S_PEM_1304176_Chapter4.pdf | ||
| 500 | |a http://repository.upi.edu/32597/9/S_PEM_1304176_Chapter5.pdf | ||
| 500 | |a http://repository.upi.edu/32597/10/S_PEM_1304176_Bibliography.pdf | ||
| 500 | |a http://repository.upi.edu/32597/11/S_PEM_1304176_Appendix.pdf | ||
| 520 | |a At this time many diseases suffered by the community, one of them is diabetes. Diabetes is usually caused by excessive intake of sugar. PT. Nutrifood Indonesia has Tropicana Slim product which aims to prevent diabetes. However Tropicana Slim always does not reach sales target every year (2014-2016). Then a pre-research was conducted, and the results showed that buying interest in Tropicana Slim products was low. Then it is what will be raised to be a problem in this study. In this research has a goal that is understanding about Event Marketing PT. Nutrifood, understanding the interest to buy Tropicana Slim in Bandung, and understand the influence of Event Marketing on buying interest. Therefore, the research method used is descriptive and verifikatif. The subjects of this study were PROLANIS (Chronic Disease Management Program) members at Bandung Public Health Center with a sample of 100 respondents. The results showed that the description of Event Marketing is in the category of being, as well as the description of buying interest Tropicana Slim is in the category of being. Other research results also show a significant influence between Event Marketing on buying interest. For the lowest indicator on the Event Marketing variable is Interaction, so it needs to increase the interaction when Event Marketing is in progress. For the lowest indicator on the variable of buying interest is to recommend the product to the people, so that the need to be in the spur so that consumers would recommend Tropicana Slim products to others.----- Pada saat ini banyak bermuculan penyakit yang diderita oleh masyarakat, salah satu nya adalah penyakit diabetes. Penyakit diabetes biasanya disebabkan oleh asupan kadar gula yang berlebih. PT. Nutrifood Indonesia memiliki produk Tropicana Slim yang yang bertujuan untuk mencegah penyakit diabetes. Akan tetapi Tropicana Slim selalu tidak mencapai target penjualan pada setiap tahun (2014-2016). Kemudian dilakukanlah sebuah pra-penelitian, dan hasilnya menunjukan bahwa minat beli pada produk Tropicana Slim rendah. Maka hal tersebut lah yang akan diangkat menjadi suatu permasalah pada penelitian ini. Dalam penelitian ini memiliki tujuan yaitu memahami mengenai Event Marketing yang di jalankan PT. Nutrifood, memahami minat beli Tropicana Slim di Kota Bandung, dan memahami pengaruh Event Marketing terhadap minat beli. Oleh karena itu, metode penelitian yang digunakan adalah deskriptif dan verifikatif. Subyek penelitian ini adalah anggota PROLANIS (Program Pengelolaan Penyakit Kronis) di puskesmas negeri Kota Bandung dengan sampel sejumlah 100 responden. Hasil penelitian menunjukan bahwa gambaran Event Marketing berada pada kategoti sedang, begitupun dengan gambaran minat beli Tropicana Slim berada pada kategori sedang. Hasil penelitian lainnya juga menunjukan adanya pengaruh signifikan antara Event Marketing terhadap minat beli. Untuk indikator terendah pada variabel Event Marketing adalah Interaction, sehingga perlu di tingkatkan interaksinya saat Event Marketing sedang berlangsung. Untuk indikator terendah pada variabel minat beli adalah akan meromendasikan produk kepada orang, sehingga perlu di pacu agar konsumen mau merekomendasikan produk Tropicana Slim kepada orang lain. | ||
| 546 | |a en | ||
| 690 | |a HD28 Management. Industrial Management | ||
| 690 | |a HF Commerce | ||
| 655 | 7 | |a Thesis |2 local | |
| 655 | 7 | |a NonPeerReviewed |2 local | |
| 787 | 0 | |n http://repository.upi.edu/32597/ | |
| 787 | 0 | |n http://repository.upi.edu | |
| 856 | 4 | 1 | |u http://repository.upi.edu/32597/ |