Kajian Sikap konsumen Terhadap Atribut Bayclin Untuk Menentukan Strategi Bauran Pemasaran (Studi Kasus di Kota.Bogor)
KAJIAN SIKAP KONSUMEN TERHADAP ATRIBUT BAYCLlN" UNTUK
MENENTUKAN STRATEGI BAURAN PEMASARAN
(Stud; Kasus di Kola Bogor)
Oleh
DINOVITA PERMANASARI
F03498058
2003
FAKULTAS TEKNOLOGI PERTANIAN
INSTITUT PERTANIAN BOGOR
BOGOR
ALBADULLILLH,
Tiada terkira rasa
syukurku kepada ALLH SWT
Maha besar karunia nimatYA kepada
manusia.
kupersembakan karya keciIku yang berharga
ini kepada kedua orang tuaku yang
tercinta, Mas UIis,
r
lyus.
KAJIAN SIKAP KONSUMEN TERHADAP ATRIBUT BAYCLINs UNTUK
MENENTUKAN STRATEGI BAURAN PEMASARAN
(Studl Kasus di Kota Bogo,)
SKRIPSI
Sebagai salah satu syarat untuk memperoeh gelar
SARJANA TEKNOLOGI PERTANIAN
Pada Jurusan Teknologi Industri Pertanian,
fakultas Teknologi Petanian,
Institut Petanian Bogor
Oleh
DINOVITA PERMANASARI
F03498058
2003
FAKULTAS TEKNOLOGI PERTANIAN
INSTITUT PERTANIAN BOGOR
BOGOR
SURAT PERNYATAAN
Svyv meoyvtvwvn denrvo nebeovr.benvmyv bvwv nwripni denrvo judul
KJIAN"SIKAP KONSUMEN TERHADAP ATRIBUT BAYCLIN° UNTUK
MENENTUKAN STRATEGI BAURAN PEMASAAN
(Studi Kasu. di KOIa.Bogor)
vdvlvh wvyv vnli-nvyv nendiri, deorvn vrvhvo dteo pembimbior vwvdemiw, weuvli
yvnr denrvo jenvn dituojuwwvo rjuwvnoyv.
Bprpr, 5 Jvnuvri 2004
Yvor membuvt peroyvtvvo,
ｾ＠
Nvmv
NRP
:
Dinovita Permanasari
:
F03 498058
SUMMARY
Cpontmmr looiouqm wln vmry imsptloo fpr mlkmomr ln io ioflumocill fpr ohm
D
cponummr lccmsolocm opwlrqn l srpquco. Blyclio wln l mlrwmo lmlqmr wopwo ln
blmlchmr loq nolio rempvmr brloq. Ion f1ucouloivm mxinomocy io ohm mlkmo ohlo
niromq by s lbnmoe qurior 2000 loq ohm 2001 relltochior wioh ion qmniofmcoloo
srpsmtimn wln lnnummq op bm chlorior ohm cpontmmr looiotqm opwlrqn Slyclio
qtm op cpontmmr cpofunipo po ohm blyclio'n pririollioy noloun srm loq spno
rmlltochior 2001m Thmrmfprm, ohm notqy pf cpontmmr looiouqm spno rmlltochior
2001 opwlrqn 8lycHo'n looribtomn ommq op e cpoqtctmq op fioq puo cponummr pvmr
lll lotiouqm opwlrqn 8lyclio® loq ohm mlrkmoior mix norlomry op iocrelnm ohm
cpontmmr looiotqm.
Cponummr looiouqm wln mmlntrmq by unior Finhbmio Mpqml by hlvior ohm
iqmooifimq nllimoo looribtomn ntch ln Pricm, Whiomoior effmcoivmomnn, Solio
rmmpvior mffmcoivmomnn, Diniofmtloo mffmcoivmomnn, Smmll/pqptr, lvlillbilioy,
Hmlloh Cponcipunomnn, Brloq, Plcwlrior, Aqvmtinmmmoo, Mlotflcourmr. Aooiouqm
ncprm fpr mlch looribttm wmrm ln fpllpw Avlillbilioy (+0.94), Effmcoivmomnn ln nolio
rmmpvmr (+0.7 41), Whiomoior mfmcoivmomnn (+0.65), mlouflttrmr (+0u52), Brloq
(+0.465), Plcklrior (+0m28), Aqvmrtinmmmoo (+0.26), Diniofmcoloo mffmcoivmomnn
(+0.036), Pricm (+ 0m03), nlfmoy fpr humlo'n hmlloh (-0.21) loq Smmll (-0.22)u Thm
omrloivm ncprm nhpwmq ohlo ohm ltoribtom wln toflvprlbly lcesomq by cponummr,
mmlowhilm ohm spnioivm ncprm nhpwmq ohlo ohm lotribuom wln flvprlbly lccmsomq
by cpontmmr.
Thm Ap ncprm lbpvm iofltmocmq ohm qmomrmioloipo pf ohm imsrpvmmmoo
sriprioy pf Blyclio'n nllimoo ltoribtomn ohlo ommq fpr ohm cpmsloy op bm lwlrmq pfu
Thm sriprioy cptlq bm qmomrmiomq blnmq pf ohm qifmrmocm bmowmmo Ap loq Ap
mlx. An bgrmr ln ohm qifmrmocm ncprm, io in mprm crioicll ohm lotribuom wln fpr lo
imsrpvmmmoo sriprioy by ohm cpmsloy. Thm sriprioy pf crioicll ltoribuomn wmrm
nlfmoy fpr htmlo'n hmlloh (+2m409), nmmll (+1m980), qiniofmcoloo ftocoipo (1.7 4 4),
nolio rmmpvmr fUocoipo (1.439) loq whiomoior ftocoipo (1u197)m
Thm Ap ncprm nhpwmq ohm lpw iovplvmmmoo lmvml pf cponummr opwlrqn
Blyclio. Thmrmfprm, ohm srpspnmq mlrkmoior mix norlomry wln qirmcomq op iocrmlnm
ohm lmvml pf cponummr iovplvmmmoo.
Thm rmntlo pf qlol srpcmnnior tnior Tmlm mxsmro chpicm 9.5 nparm wln
norlomriC mlrwmoior mix which lrm (1) srpqtco fuocoipo, brloq, srpquco wtllioy,
nmmll loq srpquco nlfmoy op humlo'n elloh (2) lqvmroinmmmoo, srpquco
qmmponorloipo, sly linoior fmmn, bppwlmo qinoribtoipo, noprm mxciommmoon,
stblicloipo loq cponummr rmlloiponhis (3) orlqioipoll puolmo, mpqmro puolmo loq
whplmnllmr (4) slcwlrior loq (5) sricm lmlqmrnhis.
KATA PENGANTAR
Blri nmbulh mmrmk ylnr mmmlntki flnm kmmatanran unia dimana
kpnnummn mmnrinrinkln hll llin qln blru qlri mknintmnni mmrmk tmrnmbtt, mlkl
ntrltmri flvprit ylnr qipilih plmh plrl pmnrlmbil kmptttnln pmmlnlrln lqlllh
pmninrkltln frmkumnni enrrunlln prpquk. Hll tmrnmbut qlplt qillkukln qmnrln
mmnrmnllkln ltribut blru ltlu inpvlni wlktu pmmlkliln prpnukn Tujtlnnyl
lqlllh tnttk mmmetlhlnkln kmbmrlqlln mmrmk qi tmnrlh pmrnlinrln. Smllin
itt, mmrmk ylnr nuqlh mltlnr tiqlk lkln tmrenrlruh mmnjmrumunkln qiri km
mmqln pmtmmpurln mmrmk-mmrmk llin ylnr bmrlql qi blwlhnyl nmhinrrl
mmrmk ylnr ntqlh mltlnr tmrnmbut mmnjlqi prpqtk ikutln. Hll tmrnmbtt tmntt
nljl lkln mmnrrpylhkln kmpmmimpinln mmrmk tmrnmbut. Smblliknyl mmrek ylnr
nuqlh mltlnr lkln tmtlp kpnnintmn qln mlntlp qmnrln llnrklhnyl untuk
mmnjlrl lurl mmrmk ylnr mmnymlimutinyl.
Pmnmlitiln ini nmclrl rlrin enlr mmnyprpti nlllh nltu mmrmk mltlnr
Blyclin II qlllm
mmnrhlqlpi
pmnlinr-pmnlinr
qln
mmmpmrtlhlnkln
kpnntmmnnyl qmnrln ntrltmri kmkpnnintmnln qln pririnllitln mmrmknyl. Sttqi
niklp kpnnummn qillkukln tnttk lmbih mmnqmkltkln qiri qmnrln kpnntmmn untuk
mmnjmmput bpll mknpmktlni-mknpmtlni kpnntmmn ylnr bmlum qirlih plmh
II
Blyclin • Sttqi niklp kpnnummn qlllm pmnmlitiln ini qlplt qirtnlkln nmclrl
tmrbltln plql prpquk-prpqtk llin ylnr mmmiliki kltmrpri ylnr nlml qmnrln
BlyclinII•
Dlri nmrlll kmtiqlknmmpurnlln qi pmrmuklln bumi, pmnulin
mmnylqlri bmttl etlpl ttlinln ini mlnih jlth qlri prmqiklt nmmptml qln mlnih
qlpll qikmmblnrkln lmbih llnjul nmirinr pmrkmmblnrln ilmu smnrmllhuln. Olmh
klrmnl itu smnulin mmnrhlrlpkln tulinln ini qlplt mmmbmri nmqikit numblnrnih
blri ilmu pmnrmtlhtln tmntunyl qiirinri kritik bmnmrtl nlrln qlri bmrblrli pihlk
ylnr nlnrlt mmmblntt pmntlin tnttk mmlmnrklpi kmtiqlknmmptrnlln tulinln ini.
Tmriml klnih.
Bprer, Jlntlri 2004
Oinsita Pmlrlnari
iii
DAFTAR ISI
ATA PENGANTAR ...............................................................................................
UCAPAN TERIMA KASIH ....... ..............................................................................
ii
DAFTAR ISI ................
iii
DAFTAR TABEL......................... ...........................................................................
iv
DAFTAR GAMBAR....................... .........................................................................
v
DAFTAR AMPIRAN..............................................................................................
vi
I.
II.
III.
IV.
V.
PENDAHULUAN .................................................................... ..................
1
A.
Latar Belakang ...................................................................................
1
B.
Ruang Lingkup ...................................................................................
2
C.
Tujuan ...............................................................................................
2
TINJAUAN PUSTAKA...............................................................................
3
A Produk Pemutih Pakaian....................................................................
3
8.
Konsep Pemasaran dan Pengukuran Sikap Konsumen ....... ............
3
C.
Bauran Pemasaran ....................................................
7
D.
Anarisa Pengambilan Keputusan .......................................................
16
M ETODE PENELITIAN ...........................................................
18
A.
Kerangka Pemikiran ...........................................................................
18
B.
Pendekatan ........................................................................................
21
C.
Sumber Data ......................................................... .................
21
D.
Tata Laksana ..........................................................................
22
E.
Proses Hirarki Analitik ........................................................................
27
HASIL DAN PEMBAHASAN .....................................................................
29
A.
Profil Bayclin ..................................................................................... .
29
B.
Konsep Pemasaran dan Bauran Pemasaran Bayclin........................
31
C.
Profil Perusahaan ...............................................................................
41
D.
Profil Kompetitor Bayclin .......................................... .............
43
E.
Uji Ketepatan Alat Ukur ......................................................
50
F.
Studi Preferensi dan Sikap Konsumen .........................
52
G. Pengambilan Keputusan Strategi Bauran Pemasaran ..... ................
69
KESIMPULAN DAN SARAN
80
A.
Kesimpulan ..
80
B.
Saran ........................ ....................................
82
DAFTAR PUSTAKA ........
83
LAMPIRAN-LAMPIRAN ...
85
DAFTAR TABEL
Tlbml1.
Tmmslt rmnspodmn mmmbmli Pmmutih .m..n.nn.n.n.....u.m.u.......n.n....u
52
Tlbml2n
Uwurlo Kmmlnln Ylor bilnl dieli xenspndmn m.....m....n.....m.m.m
4
llbml 3u
Arpml smmutih slwlilo ylnr dinuwli rmnspndmn...u.u.......n..u...
4
llbml 4.
Sumbmr Infprmlni srpduw smmutih slkliln..nnn.......m.m.m.u.u.nnn..m.
56
llbmlS.
Tps llrmomnn rmnspodmn tmrhldls mmrmw smmutih m..m.m.m.m.u..
57
llbml 6.
Tujulo utlml rmnspndmn untuw embmliln urpduw ...nn.n.n.....m.m
58
llbml 7m
Pmnrmtlhuln rmnspodmn tmntlnr funrni llin emutih ....n.n......
58
llbmlS.
Kmlpmspw rmnspodmo bmrdlnlkln mmrmw smmutih..m.u.u...nnn.n :.
59
llbmlS.
Nilli wmsmotioglo rmnspndmo tmrh�dls ltrrlbut semutih.um.m.m...
60
Tlbml10.
Evllulni (mi) kpnnummo tmrhldls ltribut Blyclin m.u.u....nnnn....u..
62
Tlbml11.
Nilli kmylkinlo (bi) wpnnummn tmrhldls ltribut Blycliou..nnn...m
63
Tlbml 12.
Nilli niwls wponummn (Ap) tmrhldls ltribut Blyclio .m.m.m.u....n.n
63
Tlbml13.
Nilli niwls mlwnimum wpnnummo (Ap mlwn) u..........m.u.um.m.m.m..n
66
llbml 14.
Rmptlor nwpr oilli niwls wpnnummn .m...nnn..u..m.m.m.m.m....nn.........m.
66
Tlbml 15.
Hlnil smorpllhlo tiorwlt writmril...m..m..u.u.....n.n.....m.m.m.u...nn.......u
71
Tlbml 16.
Hlnil smorpllhln iorwlt lltmroltL.m...........u.u..m......n.n.n...m.m...m
73
Tlbml17.
Hlnil smorpllhlo tiorwlt nub lltmmltif.m.u......n.....u.u..m.m.u.......nn
75
v
DAFTAR GAMBAR
Glmblr 1. Dilgrlm Alir smoikirln .n.n.m...... n..u....m.m.nnnnn ...u m . .nnn .. m.m...nnn
.
.
.
.
.
.
.
.
.
Glblr 2. Slltrln dintribtsi Blyclin..m.....n.......m.u..n.n.n..m.m..u..nnnn.nn...m....m..nn
20
38
Llmsirlo 3. Hlnil Uji vlliditls wtmnipnmr
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
99
Llmsirlo 4. Hlnil tji rmlilbilitln wumnipnmr .....m..m.u..........m.................m.u.u...
104
Llmsirlo 5. Mpdml himrlrki wmsuttnlo
105
.....................................................
Llmsirlo 6m Siotmnin lltmmltif tmrhldls rpll..m.u..m.m.......m.u.m.u.....m.....n....nn.
107
MENENTUKAN STRATEGI BAURAN PEMASARAN
(Stud; Kasus di Kola Bogor)
Oleh
DINOVITA PERMANASARI
F03498058
2003
FAKULTAS TEKNOLOGI PERTANIAN
INSTITUT PERTANIAN BOGOR
BOGOR
ALBADULLILLH,
Tiada terkira rasa
syukurku kepada ALLH SWT
Maha besar karunia nimatYA kepada
manusia.
kupersembakan karya keciIku yang berharga
ini kepada kedua orang tuaku yang
tercinta, Mas UIis,
r
lyus.
KAJIAN SIKAP KONSUMEN TERHADAP ATRIBUT BAYCLINs UNTUK
MENENTUKAN STRATEGI BAURAN PEMASARAN
(Studl Kasus di Kota Bogo,)
SKRIPSI
Sebagai salah satu syarat untuk memperoeh gelar
SARJANA TEKNOLOGI PERTANIAN
Pada Jurusan Teknologi Industri Pertanian,
fakultas Teknologi Petanian,
Institut Petanian Bogor
Oleh
DINOVITA PERMANASARI
F03498058
2003
FAKULTAS TEKNOLOGI PERTANIAN
INSTITUT PERTANIAN BOGOR
BOGOR
SURAT PERNYATAAN
Svyv meoyvtvwvn denrvo nebeovr.benvmyv bvwv nwripni denrvo judul
KJIAN"SIKAP KONSUMEN TERHADAP ATRIBUT BAYCLIN° UNTUK
MENENTUKAN STRATEGI BAURAN PEMASAAN
(Studi Kasu. di KOIa.Bogor)
vdvlvh wvyv vnli-nvyv nendiri, deorvn vrvhvo dteo pembimbior vwvdemiw, weuvli
yvnr denrvo jenvn dituojuwwvo rjuwvnoyv.
Bprpr, 5 Jvnuvri 2004
Yvor membuvt peroyvtvvo,
ｾ＠
Nvmv
NRP
:
Dinovita Permanasari
:
F03 498058
SUMMARY
Cpontmmr looiouqm wln vmry imsptloo fpr mlkmomr ln io ioflumocill fpr ohm
D
cponummr lccmsolocm opwlrqn l srpquco. Blyclio wln l mlrwmo lmlqmr wopwo ln
blmlchmr loq nolio rempvmr brloq. Ion f1ucouloivm mxinomocy io ohm mlkmo ohlo
niromq by s lbnmoe qurior 2000 loq ohm 2001 relltochior wioh ion qmniofmcoloo
srpsmtimn wln lnnummq op bm chlorior ohm cpontmmr looiotqm opwlrqn Slyclio
qtm op cpontmmr cpofunipo po ohm blyclio'n pririollioy noloun srm loq spno
rmlltochior 2001m Thmrmfprm, ohm notqy pf cpontmmr looiouqm spno rmlltochior
2001 opwlrqn 8lycHo'n looribtomn ommq op e cpoqtctmq op fioq puo cponummr pvmr
lll lotiouqm opwlrqn 8lyclio® loq ohm mlrkmoior mix norlomry op iocrelnm ohm
cpontmmr looiotqm.
Cponummr looiouqm wln mmlntrmq by unior Finhbmio Mpqml by hlvior ohm
iqmooifimq nllimoo looribtomn ntch ln Pricm, Whiomoior effmcoivmomnn, Solio
rmmpvior mffmcoivmomnn, Diniofmtloo mffmcoivmomnn, Smmll/pqptr, lvlillbilioy,
Hmlloh Cponcipunomnn, Brloq, Plcwlrior, Aqvmtinmmmoo, Mlotflcourmr. Aooiouqm
ncprm fpr mlch looribttm wmrm ln fpllpw Avlillbilioy (+0.94), Effmcoivmomnn ln nolio
rmmpvmr (+0.7 41), Whiomoior mfmcoivmomnn (+0.65), mlouflttrmr (+0u52), Brloq
(+0.465), Plcklrior (+0m28), Aqvmrtinmmmoo (+0.26), Diniofmcoloo mffmcoivmomnn
(+0.036), Pricm (+ 0m03), nlfmoy fpr humlo'n hmlloh (-0.21) loq Smmll (-0.22)u Thm
omrloivm ncprm nhpwmq ohlo ohm ltoribtom wln toflvprlbly lcesomq by cponummr,
mmlowhilm ohm spnioivm ncprm nhpwmq ohlo ohm lotribuom wln flvprlbly lccmsomq
by cpontmmr.
Thm Ap ncprm lbpvm iofltmocmq ohm qmomrmioloipo pf ohm imsrpvmmmoo
sriprioy pf Blyclio'n nllimoo ltoribtomn ohlo ommq fpr ohm cpmsloy op bm lwlrmq pfu
Thm sriprioy cptlq bm qmomrmiomq blnmq pf ohm qifmrmocm bmowmmo Ap loq Ap
mlx. An bgrmr ln ohm qifmrmocm ncprm, io in mprm crioicll ohm lotribuom wln fpr lo
imsrpvmmmoo sriprioy by ohm cpmsloy. Thm sriprioy pf crioicll ltoribuomn wmrm
nlfmoy fpr htmlo'n hmlloh (+2m409), nmmll (+1m980), qiniofmcoloo ftocoipo (1.7 4 4),
nolio rmmpvmr fUocoipo (1.439) loq whiomoior ftocoipo (1u197)m
Thm Ap ncprm nhpwmq ohm lpw iovplvmmmoo lmvml pf cponummr opwlrqn
Blyclio. Thmrmfprm, ohm srpspnmq mlrkmoior mix norlomry wln qirmcomq op iocrmlnm
ohm lmvml pf cponummr iovplvmmmoo.
Thm rmntlo pf qlol srpcmnnior tnior Tmlm mxsmro chpicm 9.5 nparm wln
norlomriC mlrwmoior mix which lrm (1) srpqtco fuocoipo, brloq, srpquco wtllioy,
nmmll loq srpquco nlfmoy op humlo'n elloh (2) lqvmroinmmmoo, srpquco
qmmponorloipo, sly linoior fmmn, bppwlmo qinoribtoipo, noprm mxciommmoon,
stblicloipo loq cponummr rmlloiponhis (3) orlqioipoll puolmo, mpqmro puolmo loq
whplmnllmr (4) slcwlrior loq (5) sricm lmlqmrnhis.
KATA PENGANTAR
Blri nmbulh mmrmk ylnr mmmlntki flnm kmmatanran unia dimana
kpnnummn mmnrinrinkln hll llin qln blru qlri mknintmnni mmrmk tmrnmbtt, mlkl
ntrltmri flvprit ylnr qipilih plmh plrl pmnrlmbil kmptttnln pmmlnlrln lqlllh
pmninrkltln frmkumnni enrrunlln prpquk. Hll tmrnmbut qlplt qillkukln qmnrln
mmnrmnllkln ltribut blru ltlu inpvlni wlktu pmmlkliln prpnukn Tujtlnnyl
lqlllh tnttk mmmetlhlnkln kmbmrlqlln mmrmk qi tmnrlh pmrnlinrln. Smllin
itt, mmrmk ylnr nuqlh mltlnr tiqlk lkln tmrenrlruh mmnjmrumunkln qiri km
mmqln pmtmmpurln mmrmk-mmrmk llin ylnr bmrlql qi blwlhnyl nmhinrrl
mmrmk ylnr ntqlh mltlnr tmrnmbut mmnjlqi prpqtk ikutln. Hll tmrnmbtt tmntt
nljl lkln mmnrrpylhkln kmpmmimpinln mmrmk tmrnmbut. Smblliknyl mmrek ylnr
nuqlh mltlnr lkln tmtlp kpnnintmn qln mlntlp qmnrln llnrklhnyl untuk
mmnjlrl lurl mmrmk ylnr mmnymlimutinyl.
Pmnmlitiln ini nmclrl rlrin enlr mmnyprpti nlllh nltu mmrmk mltlnr
Blyclin II qlllm
mmnrhlqlpi
pmnlinr-pmnlinr
qln
mmmpmrtlhlnkln
kpnntmmnnyl qmnrln ntrltmri kmkpnnintmnln qln pririnllitln mmrmknyl. Sttqi
niklp kpnnummn qillkukln tnttk lmbih mmnqmkltkln qiri qmnrln kpnntmmn untuk
mmnjmmput bpll mknpmktlni-mknpmtlni kpnntmmn ylnr bmlum qirlih plmh
II
Blyclin • Sttqi niklp kpnnummn qlllm pmnmlitiln ini qlplt qirtnlkln nmclrl
tmrbltln plql prpquk-prpqtk llin ylnr mmmiliki kltmrpri ylnr nlml qmnrln
BlyclinII•
Dlri nmrlll kmtiqlknmmpurnlln qi pmrmuklln bumi, pmnulin
mmnylqlri bmttl etlpl ttlinln ini mlnih jlth qlri prmqiklt nmmptml qln mlnih
qlpll qikmmblnrkln lmbih llnjul nmirinr pmrkmmblnrln ilmu smnrmllhuln. Olmh
klrmnl itu smnulin mmnrhlrlpkln tulinln ini qlplt mmmbmri nmqikit numblnrnih
blri ilmu pmnrmtlhtln tmntunyl qiirinri kritik bmnmrtl nlrln qlri bmrblrli pihlk
ylnr nlnrlt mmmblntt pmntlin tnttk mmlmnrklpi kmtiqlknmmptrnlln tulinln ini.
Tmriml klnih.
Bprer, Jlntlri 2004
Oinsita Pmlrlnari
iii
DAFTAR ISI
ATA PENGANTAR ...............................................................................................
UCAPAN TERIMA KASIH ....... ..............................................................................
ii
DAFTAR ISI ................
iii
DAFTAR TABEL......................... ...........................................................................
iv
DAFTAR GAMBAR....................... .........................................................................
v
DAFTAR AMPIRAN..............................................................................................
vi
I.
II.
III.
IV.
V.
PENDAHULUAN .................................................................... ..................
1
A.
Latar Belakang ...................................................................................
1
B.
Ruang Lingkup ...................................................................................
2
C.
Tujuan ...............................................................................................
2
TINJAUAN PUSTAKA...............................................................................
3
A Produk Pemutih Pakaian....................................................................
3
8.
Konsep Pemasaran dan Pengukuran Sikap Konsumen ....... ............
3
C.
Bauran Pemasaran ....................................................
7
D.
Anarisa Pengambilan Keputusan .......................................................
16
M ETODE PENELITIAN ...........................................................
18
A.
Kerangka Pemikiran ...........................................................................
18
B.
Pendekatan ........................................................................................
21
C.
Sumber Data ......................................................... .................
21
D.
Tata Laksana ..........................................................................
22
E.
Proses Hirarki Analitik ........................................................................
27
HASIL DAN PEMBAHASAN .....................................................................
29
A.
Profil Bayclin ..................................................................................... .
29
B.
Konsep Pemasaran dan Bauran Pemasaran Bayclin........................
31
C.
Profil Perusahaan ...............................................................................
41
D.
Profil Kompetitor Bayclin .......................................... .............
43
E.
Uji Ketepatan Alat Ukur ......................................................
50
F.
Studi Preferensi dan Sikap Konsumen .........................
52
G. Pengambilan Keputusan Strategi Bauran Pemasaran ..... ................
69
KESIMPULAN DAN SARAN
80
A.
Kesimpulan ..
80
B.
Saran ........................ ....................................
82
DAFTAR PUSTAKA ........
83
LAMPIRAN-LAMPIRAN ...
85
DAFTAR TABEL
Tlbml1.
Tmmslt rmnspodmn mmmbmli Pmmutih .m..n.nn.n.n.....u.m.u.......n.n....u
52
Tlbml2n
Uwurlo Kmmlnln Ylor bilnl dieli xenspndmn m.....m....n.....m.m.m
4
llbml 3u
Arpml smmutih slwlilo ylnr dinuwli rmnspndmn...u.u.......n..u...
4
llbml 4.
Sumbmr Infprmlni srpduw smmutih slkliln..nnn.......m.m.m.u.u.nnn..m.
56
llbmlS.
Tps llrmomnn rmnspodmn tmrhldls mmrmw smmutih m..m.m.m.m.u..
57
llbml 6.
Tujulo utlml rmnspndmn untuw embmliln urpduw ...nn.n.n.....m.m
58
llbml 7m
Pmnrmtlhuln rmnspodmn tmntlnr funrni llin emutih ....n.n......
58
llbmlS.
Kmlpmspw rmnspodmo bmrdlnlkln mmrmw smmutih..m.u.u...nnn.n :.
59
llbmlS.
Nilli wmsmotioglo rmnspndmo tmrh�dls ltrrlbut semutih.um.m.m...
60
Tlbml10.
Evllulni (mi) kpnnummo tmrhldls ltribut Blyclin m.u.u....nnnn....u..
62
Tlbml11.
Nilli kmylkinlo (bi) wpnnummn tmrhldls ltribut Blycliou..nnn...m
63
Tlbml 12.
Nilli niwls wponummn (Ap) tmrhldls ltribut Blyclio .m.m.m.u....n.n
63
Tlbml13.
Nilli niwls mlwnimum wpnnummo (Ap mlwn) u..........m.u.um.m.m.m..n
66
llbml 14.
Rmptlor nwpr oilli niwls wpnnummn .m...nnn..u..m.m.m.m.m....nn.........m.
66
Tlbml 15.
Hlnil smorpllhlo tiorwlt writmril...m..m..u.u.....n.n.....m.m.m.u...nn.......u
71
Tlbml 16.
Hlnil smorpllhln iorwlt lltmroltL.m...........u.u..m......n.n.n...m.m...m
73
Tlbml17.
Hlnil smorpllhlo tiorwlt nub lltmmltif.m.u......n.....u.u..m.m.u.......nn
75
v
DAFTAR GAMBAR
Glmblr 1. Dilgrlm Alir smoikirln .n.n.m...... n..u....m.m.nnnnn ...u m . .nnn .. m.m...nnn
.
.
.
.
.
.
.
.
.
Glblr 2. Slltrln dintribtsi Blyclin..m.....n.......m.u..n.n.n..m.m..u..nnnn.nn...m....m..nn
20
38
Llmsirlo 3. Hlnil Uji vlliditls wtmnipnmr
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
99
Llmsirlo 4. Hlnil tji rmlilbilitln wumnipnmr .....m..m.u..........m.................m.u.u...
104
Llmsirlo 5. Mpdml himrlrki wmsuttnlo
105
.....................................................
Llmsirlo 6m Siotmnin lltmmltif tmrhldls rpll..m.u..m.m.......m.u.m.u.....m.....n....nn.
107