THE MARKETING MIX AND PSYCHOLOGICAL THEORY APPROACH OF THE KALIMILK YOGYAKARTA
| Main Authors: | , TIARA KUSUMAWATI, , Nur Endah Nugraheni S.S., M.A., |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2014
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/129713/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=70109 |
Daftar Isi:
- The research of this graduating paper discusses about The Kalimilk as one of the restaurants that provides milk in its main menu in Yogyakarta. The research discusses about marketing strategy, also the strategies The Kalimilk uses to attract its customers using 2 theories. The theories are Marketing Mix 4P (product, place, promotion, and price) and Psychological Theory (action paralysis, make their brain light up instantly, and highlight strength by admitting shortcomings). Furthermore, this paper gives the information about Kalimilk in Yogyakarta, especially The Kalimilk. The research methods are conducted by doing interview, participant observation in The Kalimilk, and library research. The interview has been done in promotion and marketing division of Kalimilk to get information about Kalimilk in general. Besides, the writer do interview to some of the customers to know their satisfaction in The Kalimilk. The other data is obtained by participant observation to know about direct marketing strategy which is influential to attract customers in The Kalimilk. Meanwhile, the writer got references from reading from books, blog, internet research and documentations. The result of the research shows that The Kalimilk has a cozy concept and various tastes which is more varied than the other Kalimilk stores. The location is very strategic and the excellent services by all of The Kalimilk employees become the most important thing to attract customers. For those reasons, the main purpose of Kalimilk Indonesia is has a lot of loyal customers in all ages.