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Abstrak :
Skripsi ini membahas mengenai pembentukan slogan berdasarkan profil konsumen menggunakan customer perceptual map dengan studi kasus toko kopi Harapan Djaya. Terdapat beberapa tahap dalam pembentukan profil konsumen dalam penelitian ini yaitu wawancara mendalam, coding, penentuan atribut berdasarkan hasil coding, membentuk perceptual map dalam membentuk segmentasi, menentukan salah satu kuadran yang dianggap paling cocok sebagai kelompok konsumen Harapan Djaya sebagai bentuk targeting, menjabarkan AIO kelompok konsumen, menentukan positioning berupa positioning statement yang dikemukakan Kotler, dan kemudian menentukan slogan berdasarkan temuan, serta diakhiri concept testing terhadap slogan tersebut. Sebagai salah satu toko kopi yang baru buka di Jakarta, Harapan Djaya memerlukan pemetaan konsumen agar dapat membentuk strategi pemasaran yang efektif. Penelitian ini adalah penelitian mixed method yang diawali dengan penelitian kualitatif, lalu melalui proses interpretasi data dan diakhiri dengan penelitian kuantitatif. Hasil penelitian menyarankan Harapan Djaya untuk menyasar salah satu kelompok konsumen dan menyampaikan pesannya menggunakan strategi pemasaran yang terarah. Output yang dihasilkan dari penelitian ini adalah slogan bagi Harapan Djaya.

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This thesis discusses the formation of slogan based on consumer profile using customer perceptual map with case study of Harapan Djaya coffee shop. There are some steps in formig a consumer profile in this research which are in depth interview, coding, define attributes based on the coding, create a perceptual map as the segmentation of the group, choose one of the quadran as a targeting, spell out the activities, interests and opinions of the group that has been chosen, make a positioning statement based on Kotler's form, dan then create a slogan based on those findings, and end with a concept testing for the slogan itself. One of the newly opened coffee shops in Jakarta, Harapan Djaya requires consumer mapping in order to form an effective marketing strategy. This research is a mixed method research that begins with qualitative research, then go through the process of data interpretation and ends with quantitative research. This research's results suggest Harapan Djaya to target one of the consumer groups and convey the message using a focused marketing strategy. The output resulting from this research is the slogan for Harapan Djaya.

Abstrak :
Karena perawatan kulit atau skincare adalah salah satu kategori terlaris di industri kecantikan, pelaku-pelaku bisnis makin giat bersaing di pasar dengan menghadirkan inovasi terbaru. Namun, bisnis-bisnis baru perlu bekerja lebih keras untuk memasuki pasar tersebut. Dengan menggunakan profil konsumen dan wawancara dengan konsumen dari demografi yang ditargetkan sebagai metode analisis, penelitian ini bertujuan untuk memahami variabel yang perlu dipertimbangkan sebelum memperkenalkan produk baru ke pasar, seperti segmentasi konsumen, proses pengambilan keputusan konsumen, dan perilaku konsumen serta mengintegrasikannya ke dalam praktik pemasaran melalui rekomendasi berdasarkan analisis profil konsumen dan empat "P" dalam pemasaran. ......As skincare is one of the beauty industry’s best-selling categories, businesses are actively trying to compete within the market by coming up with the newest innovations. However, new brands in particular need to spare more effort in order to penetrate into said market. Using consumer profiling and an interview with a consumer from the targeted demographic as methods of analysis, this research aims to understand the variables that need to be taken into consideration before introducing new products into the market such as consumer segmentation, consumer decision making process, and consumer behaviour as well as integrating them into marketing practices through proposed recommendations based on the consumer profile analysis and the four Ps of marketing.

Abstrak :
The book offers conceptual and analytical tools that can be used in the assessment of population characteristics as determinants of market size, composition and potential for a variety of products. It offers organising frameworks as well as empirical evidence of consumer behaviour in clusters of markets, with different rates of population growth and age distribution that affect consumers’ priorities and demand for basic and progressive commodities. The book shows commonalities as well as differences in consumer behaviour arising from different cultures and social customs. It uses analytical tools that are explained and accessible to readers with a range of competences.