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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Rohmandiyas, Nanang Agung
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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Analysis of Consumer Preferences in Buying Mix Cereal Theresia, Theresia; Rohmandiyas, Nanang Agung
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 4 (2021): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i4.3326

Abstract

The biggest contribution to the cereal market share is the mix cereal category (78%) which currently has few players. There is a huge potential for FMCG companies to enter the mix cereal business, which is still growing. In this competitive era, of course, we need the right marketing strategy to be able to meet market needs and demands. Therefore, this study aims to analyze consumer preferences in choosing mix cereals with the convenience sampling method which was distributed in the form of an online questionnaire to 100 women aged 25-45 years. Then the results were analyzed using the conjoint analysis method. In this study, it was found that the producer's attributes became the most important factor in consumers' consideration of choosing mix cereals, followed by taste, price, and nutrition. Higher consumer preferences are found in the combination of mixed cereal products with chocolate flavor and there are fiber claims on the packaging which are sold with a price range of Rp. 1,200, - up to Rp. 1.850,- produced by Wingsfood. This can be a reference for FMCG companies to apply and develop a mix cereal product that can be launched to enter the cereal business in Indonesia.
Analysis of Customer Bonding Implementation Strategy on Membership Loyalty of Parkson Centro Card at Centro Department Store the Plaza Semanggi Rohmandiyas, Nanang Agung
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 4 (2021): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i4.3323

Abstract

The purpose of this study was to determine the customer bonding carried out by the Centro Department Store at The Plaza Semanggi and determine customer loyalty and the effect of customer bonding on the commitment of Parkson Centro Card members. This research is correlational quantitative research. The population in this study are customers from the Cetro Department Store at The Plaza Semanggi who are registered as members of the Parkson Centro Card for at least 1 year. The samples taken in this study were 100 peoples. The variables of this research are customer bonding and customer loyalty. The data collection method in this study uses a customer bonding scale and a customer loyalty scale. The method of data analysis in this study used regression analysis.
Co-Authors Theresia Theresia