The roles of product-related community established by either producers or consumers as a marketing tool in Indonesia
Product-related communities seem to be an emerging trend in Indonesia. Using a motorcycle community as a case study, the research is intended to find out the roles of community as a marketing tool for producer; whether or not they can increase the marketing effectiveness in terms of sales prospect. rnrnThe methodology used in this research include interview with motorcycle dealers and committee members of the community, as well as the use of survey-based questionnaire. The data are then processed using Pearson Correlations analysis, Multiple Regression analysis, and also Z Test to in order to prove the hypotheses. rnrnThe findings of the research show which demographic and marketing factors are significant to the sales prospect and also the comparison of results between Non-Community and Community Groups. rnrnThus, recommendations can be made on how producer should utilise the presence of community.
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