Analysis of marketing strategy towards customer's purchase decision of batik pekalongan
Batik Pekalongan as the central batik of Indonesia is facing a problem that is coming from International market, the incoming Chinese Batik has affected the sales of Batik Pekalongan, in order to have a strong foundation to compete with the international competitor, Batik Pekalongan needs a strong Marketing Strategy which focusing on 4Ps of Marketing Mix. This study is to examine what factors of External and Internal stimuli that is affecting the customer's buying decision process, so Batik Pekalongan sellers is informed on what factor that could hopefully increase the sale and regain market. The methods of finding the conclusion of this study is distributing questionnaire to customer of Batik in Thamrin City and Tanah Abang traditional market about what factor they would put attention more in purchasing batik; is SPSS v.17. From the result shows that the factors that are influencing customers on their purchasing decision are Quality, Price, and Promotion; if the good quality of Batik Pekalongan cannot be reduced and the price as well, Batik sellers need to think about doing more of Promotion. Therefore, it will hopefully attract more customers and regain sustainable market and sales.
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