Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/157237
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DC Field | Value | Language |
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dc.contributor.advisor | Chasanah, Alfa | - |
dc.contributor.advisor | Muhibuddin, Fuad Wahdan | - |
dc.contributor.author | Ilman, Ardhito Maulana | - |
dc.date.accessioned | 2024-08-13T02:57:17Z | - |
dc.date.available | 2024-08-13T02:57:17Z | - |
dc.date.issued | 2024 | - |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/157237 | - |
dc.description.abstract | Redamantine Studio adalah sebuah perusahaan pengembang gim indie yang sedang mengembangkan produk baru. Dalam beberapa tahun terakhir, perkembangan indie game meningkat pesat. Sayangnya sedikit dari rilisan tersebut mampu mendapat keuntungan besar, tetapi gim indie yang menduduki 1% teratas bisa memperoleh lebih dari tujuh juta Dolar. Sifat experiential dari video game membuat kualitas produk sulit dinilai sebelum digunakan, sehingga informasi yang didapat pelanggan hal yang sangat penting sebelum menentukan pembelian. Penelitian ini menilai seberapa siap Redamantine Studio dalam meluncurkan game baru melalui pendekatan Segmenting, Targeting, and Positioning (STP) dan marketing mix 4P dengan metode Importance and Performance Analysis. Hasil penelitian menunjukkan unsur product, place, dan price yang diterapkan sudah memuaskan tetapi unsur promotion yang dilakukan perlu ditingkatkan. Dari hasil evaluasi tersebut, dirumuskan rekomendasi untuk mengembangkan bauran pemasaran agar sesuai dengan sasaran pasar mereka. | - |
dc.description.abstract | Redamantine Studio is an indie game company that is currently developing a new product. In the last few years, indie games growth increases rapidly. Unfortunately majority of them has unsatisfactory financial results, save the top 1% that could generate more than seven million dollar of revenue. The experiential nature of video game makes its quality hard to evaluate before use, making information of the product an integral factor before deciding to purchase. This research evaluates Redamantine Studio’s 4Ps of marketing mix to prepare for its game’s launching. The results indicate the product, place, and price that has been applied already satisfied customers, but the promotion efforts need to be improved. From that result, a recommendation to improve their marketing mix was made in consideration of the company’s market Segmenting, Targeting, and Positioning (STP). | - |
dc.description.sponsorship | null | - |
dc.language.iso | id | - |
dc.publisher | IPB University | id |
dc.title | Evaluasi Bauran Pemasaran Produk Video Game pada Tahap Pra-Peluncuran (Studi Kasus: “Redamantine Studio”) | id |
dc.title.alternative | Pre-Launch Video Game Product Marketing Mix Evaluation (Case Study: “Redamantine Studio”) | - |
dc.type | Skripsi | - |
dc.subject.keyword | marketing mix | id |
dc.subject.keyword | stp | id |
dc.subject.keyword | video game | id |
dc.subject.keyword | produk pra-peluncuran | id |
Appears in Collections: | UT - Business |
Files in This Item:
File | Description | Size | Format | |
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cover_K14180025_11061b7681af403c8dfa69a4937c5372.pdf | Cover | 4.69 MB | Adobe PDF | View/Open |
fulltext_K14180025_7eddd6bc67054271bad4383501b9c820.pdf Restricted Access | Fulltext | 5.94 MB | Adobe PDF | View/Open |
lampiran_K14180025_ff318dd4cc48441cbecf97b27a4b29b2.pdf Restricted Access | Lampiran | 4.46 MB | Adobe PDF | View/Open |
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