Kajian sikap konsumen terhadap atribut bayclin untuk menentukan strategi bauran pemasaran

Abstract

Consumer attitude was measured by using Fishbein Model by having the identified salient attributes such as Price, Whitening effectiveness, Stain removing effectiveness, Disinfectant effectiveness, Smell/odour, availability, Health Consciousness, Brand, Packaging, Advertisement, Manufacturer. Attitude score for each attribute were as follow Availability (+0.94), Effectiveness as stain remover (+0.741), Whitening effectiveness (+0.65), manufacturer (+0.52), Brand (+0.465), Packaging (+0.28). Advertisement (+0.26). Disinfectant effectiveness (+0.036), Price (+0.03), safety for human's health (-0.21) and Smell (-0.22). The negative score showed that the attribute was unfavorably accepted by consumer, meanwhile the positive score showed that the attribute was favorably accepted by consumer. The Ao score above influenced the determination of the improvement priority of Bayclin's salient attributes that need for the company to be awared of. The priority could be determined based of the difference between Ao and Ao max. As bigger as the difference score, it is more critical the attribute was for an improvement priority by the company. The priority of critical attributes were safety for human's health (+2.409), smell (+1.980), disinfectant function (1.744), stain remover function (1.439) and whitening function (1.197). The Ac score showed the low involvement level of consumer towards Bayclin. Therefore, the proposed marketing mix strategy was directed to increase the level of consumer involvement. The result of data processing using Team expert choice 9.5 software was strategic marketing mix which are (1) product function, brand, product quality, smell and product safety to human's health (2) advertisement, product demonstration, pay listing fees, booklet distribution, store excitements, publication and consumer relationship (3) traditional outlet, modern outlet and wholesaler (4) packaging and (5) price leadership.