STUDI KOMPARASI BRAND POSITIONING ANTARA ZALORA INDONESIA DAN BERRY BENKA BERDASARKAN PILIHAN PEKERJA PEREMPUAN SEBAGAI KONSUMEN DI KOTA SEMARANG

Mayangsari, Faradilla (2017) STUDI KOMPARASI BRAND POSITIONING ANTARA ZALORA INDONESIA DAN BERRY BENKA BERDASARKAN PILIHAN PEKERJA PEREMPUAN SEBAGAI KONSUMEN DI KOTA SEMARANG. Other thesis, Unika Soegijapranata.

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Abstract

Communication is the activity which cannot be separated from human being’s daily activity. Instrumentally communication can be done in a digital way and it makes business transaction easier. Business transaction in internet based technology is known as “Electronic Commerce” or “e-commerce”, such as transaction of business to consumer or “B2C” conducated by Zalora Indonesia and Berrybenka. The purpose of this research was to know about brand positioning of Zalora Indonesia and Berry Benka according Tjiptono’s six approaches (2015). This dealt with the decision of female workers of Semarang city. This research used “mixed method,” namely qualitative approach that was supported by quantitative one. The informants were 20 female workers of Semarang who had been working for 4-24 months, having bachelor degrees, and getting minimum standard income according to Semarang’s Wage Standard of 2016. The result of the research showed that based on product attribute approach, advantage, user, rival, and price, Zalora Indonesia was preferred than Berry Benka. However, absed on product category approach, Berry Benka was preferred than Zalora Indonesia. Besides, it was known that the number of purchasing decisons, such as the decisions on product type, product form, brand, seller, product number, purchase timing, and payment way influenced how to determine the brand positioning.

Item Type: Thesis (Other)
Subjects: 300 Social Sciences > 330 Economics > Labor Economics > Labor Turnover
Divisions: Faculty of Law and Communication > Department of Communication Science
Depositing User: Mr Ign. Setya Dwiana
Date Deposited: 14 Dec 2017 01:18
Last Modified: 14 Dec 2017 01:18
URI: http://repository.unika.ac.id/id/eprint/15507

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