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http://repository.ipb.ac.id/handle/123456789/157237
Title: | Evaluasi Bauran Pemasaran Produk Video Game pada Tahap Pra-Peluncuran (Studi Kasus: “Redamantine Studio”) |
Other Titles: | Pre-Launch Video Game Product Marketing Mix Evaluation (Case Study: “Redamantine Studio”) |
Authors: | Chasanah, Alfa Muhibuddin, Fuad Wahdan Ilman, Ardhito Maulana |
Issue Date: | 2024 |
Publisher: | IPB University |
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. 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). |
URI: | http://repository.ipb.ac.id/handle/123456789/157237 |
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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