Analisis product life cycle ciputra taman dayu property Pandaan Pasuruan periode 2010-2013 dalam menentukan strategis pemasaran

Amani, Ahmad Zaki (2014) Analisis product life cycle ciputra taman dayu property Pandaan Pasuruan periode 2010-2013 dalam menentukan strategis pemasaran. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Semua produk dan jasa memiliki siklus hidup tertentu. Siklus hidup produk (product life cycle) mengacu pada periode dari pertama peluncuran produk ke pasar (introduction) sampai penarikan akhir (decline) dan dibagi secara bertahap. Product life cycle terdiri dari empat tahapan yaitu tahap perkenalan (introduction), tahap pertumbuhan (growth), tahap kedewasaan (maturity), dan tahap penurunan (decline). Penelitian ini bertujuan untuk mengetahui product life cycle di Ciputra Taman Dayu Property Pandaan Pasuruan periode 2010-2013 dan strategi pemasarannya saat ini.

Penelitian ini menggunakan metode kuantitatif, data diperoleh dari laporan data penjualan, biaya, pelanggan, dan pesaing Ciputra Taman Dayu Property Pandaan Pasuruan tahun 2010-2013. Populasi penelitian ini adalah seluruh data penjualan, biaya, pelanggan, dan pesaing Ciputra Taman Dayu Property Pandaan Pasuruan tahun 2005 hingga tahun 2013. Sampel pada penelitian ini adalah laporan data penjualan, biaya, pelanggan, dan pesaing Ciputra Taman Dayu Property Pandaan Pasuruan tahun 2010 hingga tahun 2013. Teknik pengambilan sampel dilakukan dengan purposive sampel. Metode analisis data dengan menggunakan Analisis Cluster yang dibantu dengan program SPSS 16.00 for windows.

Dari hasil analisis cluster yang dilakukan, telah membagi product life cycle Ciputra Taman Dayu Property Pandaan Pasuruan ke dalam 3 cluster yang terdiri dari cluster 1 (tahap perkenalan/introduction) beranggotakan 25 periode (bulan), cluster 2 (tahap kedewasaan/maturity) beranggotakan 1 periode (bulan), cluster 3 (tahap pertumbuhan/growth) beranggotakan 22 periode (bulan), Sehingga menyimpulkan product life cycle Ciputra Taman Dayu Property Pandaan Pasuruan saat ini berada di tahap pertumbuhan (growth). Sedangkan strategi pemasaran yang digunakan Ciputra Taman Dayu Property Pandaan Pasuruan saat ini termasuk ke dalam strategi rapid growth dan slow growth.

ENGLISH:

All products and services have a certain life cycle . Product life cycle refers to the period of the first launch of the product to the market (introduction) until the withdrawal end (decline) and divided in stages. Product life cycle consists of four stages, namely the introduction stage, the growth stage, the maturity stage, and the decline stage. This study aims to determine the product life cycle in Ciputra Taman Dayu period 2010-2013 and current marketing strategies.

This study used quantitative methods, the data obtained from the sales reported data, costs, customers, and competitors Ciputra Taman Dayu 2010-2013. The population of this study are all sales data, costs, customers, and competitors Ciputra Taman Dayu from 2005 to 2013. Samples in this study is a report of sales data, costs, customers, and competitors Ciputra Taman Dayu years 2010 to 2013. Sampling technique conducted with a purposive sample. Methods of data analysis using Cluster Analysis assisted with SPSS for windows 16.00.

From the results of the cluster analysis performed, has divided the product life cycle Ciputra Taman Dayu into 3 clusters consisting of 1st cluster (introduction stage) consists of 25 periods (months), 2nd cluster (maturity stage) consists of 1 period (month), 3th cluster (growth stage) consists of 22 periods (months), so that concludes that the product life cycle Ciputra Taman Dayu is currently in the growth stage. While the marketing strategies used Ciputra Taman Dayu is currently included in the rapid growth and slow growth strategy.

Item Type: Thesis (Undergraduate)
Supervisor: Rahayu, Yayuk Sri
Keywords: Product Life Cycle; Introduction; Growth; Maturity; Decline; Product Life Cycle; Introduction; Growth; Maturity; Decline
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Heni Kurnia Ningsih
Date Deposited: 29 Jul 2015 10:54
Last Modified: 29 Jul 2015 10:54
URI: http://etheses.uin-malang.ac.id/id/eprint/680

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