Suryadi, Arif and Saragih, Armando S.M. (2014) Usulan Perbaikan Strategi Bauran Pemasaran Buku Persiapan UAN SMA dan SNMPTN Berdasarkan Correspondence Analysis dan Importance Performance Analysis (Studi Kasus: Penerbit CV. Yrama Widya). In: Seminar Nasional Aplikasi Sains dan Teknologi, 15 November 2014, Yogyakarta.
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Usulan Perbaikan Strategi Bauran Pemasaran Buku Persiapan UAN.pdf - Published Version Download (548Kb) | Preview |
Abstract
The study was conducted in 2012 at a book publisher, CV Widya Yrama, Bandung. The purpose of the research was to develop proposals for improvement in marketing mix strategy in order to increase the sales on UAN SMA test preparation and SMPTN test preparation book using Correspondence Analysis and Importance Performance Analysis. The research variables were developed from marketing mix variables (Product, Price, Place and Promotion). Data were collected using questionaires which were distributed to 110 students at Padjajaran University Bandung and Institut Teknologi Bandung. Validity test showed that all data were valid. Reliability test showed that data were highly reliable with cronbrach’s alpha 0,844 and 0,864. The result from Correspondence Analysis showed that there were 15 attributes in which the company’s performance were superior when they were compared to its competitor and there were 21 attributes which the company were lagged behind. The 21 attributes were then grouped into priority groups using Importance Performance Analysis. The proposal for improvements were developed from 21 variables which had been grouped into four group of priorities. There were 10 attributes which entered as first priority to be improved, 6 attributes were entered as second priority, 2 attributes were entered as third priority and 3 attributes were entered as fourth priority.
| Item Type: | Conference or Workshop Item (Paper) |
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| Uncontrolled Keywords: | marketing strategy, marketing mix, Correspondence Analysis, Importance Performance Analysis |
| Subjects: | T Technology > T Technology (General) |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 10 Aug 2017 05:49 |
| Last Modified: | 10 Aug 2017 05:49 |
| URI: | http://repository.maranatha.edu/id/eprint/22817 |
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