Usulan Strategi Loyalitas Konsumen Untuk Mempertahankan Unit Margin Pada Usaha 3005 BR

Authors

  • Halimah Mardiah Hana Universitas Padjadjaran

DOI:

https://doi.org/10.26486/jpsb.v9i2.1800

Keywords:

Consumer Loyalty, Marketing Metrics, Margin Units, Resource Based View, TOWS Analysis

Abstract

Penelitian ini bertujuan untuk mengkaji analisis internal dan analisis eksternal pada 3005 BR dalam menentukan strategi. Analisis internal dilakukan dengan mengkaji pemanfaatan teori Resource Based View yang terdiri dari resource dan capability terhadap keunggulan bersaing. Analisis eksternal dilakukan dengan mengkaji TOWS (Threat, Opportunity, Weakness, Strenght) pada usaha 3005 BR. Penelitian ini juga akan mengkaji pemanfaatan teori Marketing Metrics untuk mengukur kinerja pemasaran yaitu unit margin. Data diperoleh melalui wawancara dengan narasumber dari pihak 3005 BR. Hasil dari penelitian ini adalah strategi loyalitas konsumen untuk mempertahankan unit margin.

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Published

2022-01-18

Issue

Vol. 9 No. 2: Agustus 2021

Section

Articles

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