ANALISIS SUMBER DAYA INTERNAL GUNA MEMBANGUN STRATEGI PEMASARAN UNTUK MENINGKATKAN MINAT BELI

JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Pub Date : 2021-12-18 DOI:10.34203/jimfe.v7i2.3556

Rizka Adinda, C. Barkah, Tetty Herawaty, Lina Auliana

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引用次数: 0

Abstract

ABSTRAKTujuan penelitian ini adalah untuk menganalisis faktor yang mempengaruhi minat beli konsumen Brekele Chips dan mengusulkan strategi pemasaran yang tepat untuk dapat Brekele Chips terapkan guna meningkatkan minat beli konsumennya. Penelitian ini menggunakan metode kuantitatif dan kualitatif deskriptif. Sampel pada penelitian ini berjumlah 123 penduduk Jawa Barat pada kelompok usia remaja yang diperoleh melalui teknik purposive sampling. Jenis data yang digunakan yaitu data primer yang diperoleh dari wawancara mendalam dengan Brekele Chips dan penyebaran kuesioner ke sampel penelitian. Metode analisis data menggunakan analisis internal based resources, analisis valuable, rare, costly to imitate, dan non-substitutable, analisis sustainable competitive advantage, dan analisis strengths, weakness, opportunities, dan threats. Berdasarkan analisis sumber daya internal yang dimiliki, hasil menunjukkan bahwa Brekele Chips dapat menerapkan suatu strategi pemasaran untuk meningkatkan minat beli konsumennya melalui pengadaan event marketing creative challenge. ABSTRACTThe purpose of this study is to analyze the factors that influence the buying interest of Brekele Chips consumers and propose the right marketing strategy to be able to apply Brekele Chips to increase consumer buying interest. This research uses descriptive quantitative and qualitative methods. The sample in this study amounted to 123 residents of West Java in the adolescent age group obtained through purposive sampling technique. The type of data used is primary data obtained from in-depth interviews with Brekele Chips and distributing questionnaires to the research sample. The data analysis method uses internal based resources analysis, valuable, rare, costly to imitate, and non-substitutable analysis, analysis of sustainable competitive advantage, and analysis of strengths, weaknesses, opportunities, and threats. Based on the analysis of its internal resources, the results show that Brekele Chips can implement a marketing strategy to increase consumer buying interest through the provision of creative challenge marketing events.

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内部资源分析，建立营销策略以提高购买力

本研究的目标是分析影响消费者对炸鱼薯条兴趣的因素，并提出适当的营销策略，以促进消费者对消费者的兴趣。该研究采用定量和定性描述性方法。这项研究的样本包括123名西爪哇青少年群体的样本，这些群体是通过采样技术获得的。使用的原始数据类型是Brekele芯片的深入采访和问卷分配到研究样本。数据分析方法使用基于资源、价值分析、稀缺性、造假和非替代替代、可持续竞争高级分析、力量、weakness、机会和威胁的分析。根据其内部资源的分析，结果表明，Brekele Chips可以采用一种营销策略，通过采购创意活动营销挑战来提高消费者的兴趣。这一研究的目的是分析影响漏斗芯片感兴趣的因素，并提出正确的市场策略，以增加消费者利益。这个研究用的是量化和对应性方法。这项研究的样本已分发到123个来自西爪哇年龄的试验品，通过采样技术进行分类。利用的数据类型主要来自内部测试，Brekele Chips和向研究样本提出问题。基于资源分析、价值、稀有、不可替代分析、可持续风险分析、紧张风险、机会和威胁分析。基于其内部资源的分析，Brekele Chips的推荐节目可以通过创造性挑战市场活动增加消费者利益。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi)

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