| dc.contributor.author | Widjaja, Silvia | |
| dc.date.accessioned | 2022-03-31T07:40:50Z | |
| dc.date.available | 2022-03-31T07:40:50Z | |
| dc.date.issued | 2014 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4771 | |
| dc.description | This research was aimed at exploring the promotion and product strategy of
Musubi based on the experiences of McDonalds (McD) and Kentucky Fried Chicken
(KFC). This research was a qualitative research design with library study. The data
gained in this research were gained by reviewing related books, scientific journals,
and internet articles with the problem focus of this research. The data were analyzed
by using descriptive qualitative analysis.
The research result showed that McD implemented new product development
as its strategy. The characteristics of this strategy were temporary and seasonal
product for the marketing, and permanent product. When inventing new product, the
taste of new product was adjusted with the cultural and local tastes of the society.
The product strategy of KFC was also product development. Some of the products
invented by KFC were emulating the foods which were familiar with the people of
Indonesia. Both McD and KFC were promoting their products by implementing
number of ways: television commercial, events, and sales promotion through
consumer promotion. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk mengeksplorasi strategi produk dan promosi
Musubi berdasarkan pengalaman McDonalds (McD) dan Kentucky Fried Chicken
(KFC). Jenis penelitian yang digunakan adalah kualitatif dengan menggunakan studi
kepustakaan. Untuk mengumpulkan data didalam memecahkan permasalahan
dilakukan dengan menelaah buku-buku, jurnal ilmiah, maupun internet yang ada
hubungannya dengan permasalahan. Analisis data dalam penelitian ini menggunakan
deskriptif kualitatif
Hasil penelitian menunjukkan bahwa McD menerapkan strategi
pengembangan produk baru. Hasil pengembangan produk McD ada yang bersifat
sementara atau musiman dalam pemasarannya dan ada yang bersifat permanen.
Dalam mengembangkan produk baru, cita rasa menu makanannya disesuaikan
dengan budaya dan selera lokal masyarakat. Strategi produk KFC adalah
pengembangan produk. Produk yang dikembangkan oleh KFC ada yang meniru
makanan yang sudah akrab dengan masyarakat Indonesia. McD dan KFC dalam
mempromosikan produknya melalui beberapa cara, yaitu iklan televisi, event, dan
sales promotion dengan cara consumer promotion. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Eksplorasi | en_US |
| dc.subject | Strategi Promosi | en_US |
| dc.subject | Strategi Produk | en_US |
| dc.subject | Exploration | en_US |
| dc.subject | Promotion Strategy | en_US |
| dc.subject | Product Strategy | en_US |
| dc.title | EKSPLORASI STRATEGI PROMOSI DAN PRODUK MCDONALDS DAN KENTUCKY FRIED CHICKEN: STUDI KASUS MUSUBI | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0506127102 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10110009 | |
| dc.identifier.dosenpembimbing | WIRAWAN ENDRO DWI RADIANTO | |
