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CAR COMMUNITIES' LIFESTYLE AND BEHAVIOR TOWARDS X BRAND

Penulis : ALISSA PARAMITHA HARTANTO (NIM 19007074)
Kontributor / Dosen Pembimbing :
  • Pembimbing: Dr. Ir. Mustika Sufiati Purwanegara, MSc.
Jenis Koleksi : Tugas Akhir
Tahun Terbit :
Penerbit : Sekolah Bisnis dan Manajemen
Fakultas : Sekolah Bisnis dan Manajemen
Subjek :
Kata Kunci : consumer behavior, community, lifestyle
Sumber :
Staf Input/Edit : Vika Anastasya Kovariansi   Vika Anastasya Kovariansi
File : 7 file
Tanggal Input : 21 Jun 2012

2010 TA PP ALISSA PARAMITHA HARTANTO 1-COVER.pdf

2010 TA PP ALISSA PARAMITHA HARTANTO 1-BAB 1.pdf
2010 TA PP ALISSA PARAMITHA HARTANTO 1-BAB 2.pdf
2010 TA PP ALISSA PARAMITHA HARTANTO 1-BAB 3.pdf
2010 TA PP ALISSA PARAMITHA HARTANTO 1-BAB 4.pdf
2010 TA PP ALISSA PARAMITHA HARTANTO 1-BAB 5.pdf
2010 TA PP ALISSA PARAMITHA HARTANTO 1-PUSTAKA.pdf

Based on the early Focus Group Discussion; community is the most influencing group for teenagers in buying decision. Car community, which mostly joined by teenagers that have interest in automotive sector, assumed as representative reference group that can influence their society towards their buying decision. This research then focus on observing car communities' lifestyle and behavior towards X brand. The author spreads questionnaires to two representatives segments of car community in Bandung. The result shows that there are still numbers who do not aware of X brand, even they are the enthusiast person who has interest towards automotive sector. Since their community is also their trusted reference group in searching information, X should do marketing programs that participate communities to gain their awareness and consideration level. This could be Integrated Marketing Communication (IMC) program that prioritizes on product knowledge towards X since respondents evaluative criteria are specification and quality of oil brand.

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