Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo)
Autor(a) principal: | |
---|---|
Data de Publicação: | 2017 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Independent Journal of Management & Production |
Texto Completo: | http://www.ijmp.jor.br/index.php/ijmp/article/view/553 |
Resumo: | PT Eco Nature Multiindo is a company which operating in the service and food processing. Hen's Instant Omelette is one form of innovative product that exist in Indonesia. In Indonesia, there is no competitor of Hen's product so Hen's became the first of instant egg in market. Response of consumer to this product is quite good, it is can be seen from the sale of products that have been sold to 6.000 bottles for 8 months. But it is still far from the company target ,which is targeting 7.500 bottles per month in accordance with market potential and company's production capacity 300 bottles a day. The purpose of this study are (1) to analyze the life style of Hen's Instant Omelette consumer (2) to analyze the influence of lifestyle, product innovation, and marketing mix of Hen's Instant Omelette product towards purchasing decision (3) to formulate managerial implication for the company. The results of the factor analysis indicates that the user segments of Hen's Instant Omelette consists of three segments: modern, clasic, and trendy. Analysis results of SEM indicates the variable that influence purchasing decision is Product Innovation which consists of Relative Advantages, Compatibility, Complexity, Divisibility, Communicability. |
id |
IJMP_e11186e949405a6b1c27ec7fadd20256 |
---|---|
oai_identifier_str |
oai:www.ijmp.jor.br:article/553 |
network_acronym_str |
IJMP |
network_name_str |
Independent Journal of Management & Production |
repository_id_str |
|
spelling |
Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo)marketing mixlifestyleproduct innovationsegmentSEMPT Eco Nature Multiindo is a company which operating in the service and food processing. Hen's Instant Omelette is one form of innovative product that exist in Indonesia. In Indonesia, there is no competitor of Hen's product so Hen's became the first of instant egg in market. Response of consumer to this product is quite good, it is can be seen from the sale of products that have been sold to 6.000 bottles for 8 months. But it is still far from the company target ,which is targeting 7.500 bottles per month in accordance with market potential and company's production capacity 300 bottles a day. The purpose of this study are (1) to analyze the life style of Hen's Instant Omelette consumer (2) to analyze the influence of lifestyle, product innovation, and marketing mix of Hen's Instant Omelette product towards purchasing decision (3) to formulate managerial implication for the company. The results of the factor analysis indicates that the user segments of Hen's Instant Omelette consists of three segments: modern, clasic, and trendy. Analysis results of SEM indicates the variable that influence purchasing decision is Product Innovation which consists of Relative Advantages, Compatibility, Complexity, Divisibility, Communicability.Independent2017-06-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttp://www.ijmp.jor.br/index.php/ijmp/article/view/55310.14807/ijmp.v8i2.553Independent Journal of Management & Production; Vol. 8 No. 2 (2017): Independent Journal of Management & Production; 519-5352236-269X2236-269Xreponame:Independent Journal of Management & Productioninstname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)instacron:IJM&Penghttp://www.ijmp.jor.br/index.php/ijmp/article/view/553/668http://www.ijmp.jor.br/index.php/ijmp/article/view/553/699Copyright (c) 2017 Muhammad Harun Al Rasyid, Lilik Noor Yuliati, Agus Maulanainfo:eu-repo/semantics/openAccessRasyid, Muhammad Harun AlYuliati, Lilik NoorMaulana, Agus2018-09-04T13:01:55Zoai:www.ijmp.jor.br:article/553Revistahttp://www.ijmp.jor.br/PUBhttp://www.ijmp.jor.br/index.php/ijmp/oaiijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br||2236-269X2236-269Xopendoar:2018-09-04T13:01:55Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)false |
dc.title.none.fl_str_mv |
Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo) |
title |
Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo) |
spellingShingle |
Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo) Rasyid, Muhammad Harun Al marketing mix lifestyle product innovation segment SEM |
title_short |
Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo) |
title_full |
Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo) |
title_fullStr |
Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo) |
title_full_unstemmed |
Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo) |
title_sort |
Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo) |
author |
Rasyid, Muhammad Harun Al |
author_facet |
Rasyid, Muhammad Harun Al Yuliati, Lilik Noor Maulana, Agus |
author_role |
author |
author2 |
Yuliati, Lilik Noor Maulana, Agus |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Rasyid, Muhammad Harun Al Yuliati, Lilik Noor Maulana, Agus |
dc.subject.por.fl_str_mv |
marketing mix lifestyle product innovation segment SEM |
topic |
marketing mix lifestyle product innovation segment SEM |
description |
PT Eco Nature Multiindo is a company which operating in the service and food processing. Hen's Instant Omelette is one form of innovative product that exist in Indonesia. In Indonesia, there is no competitor of Hen's product so Hen's became the first of instant egg in market. Response of consumer to this product is quite good, it is can be seen from the sale of products that have been sold to 6.000 bottles for 8 months. But it is still far from the company target ,which is targeting 7.500 bottles per month in accordance with market potential and company's production capacity 300 bottles a day. The purpose of this study are (1) to analyze the life style of Hen's Instant Omelette consumer (2) to analyze the influence of lifestyle, product innovation, and marketing mix of Hen's Instant Omelette product towards purchasing decision (3) to formulate managerial implication for the company. The results of the factor analysis indicates that the user segments of Hen's Instant Omelette consists of three segments: modern, clasic, and trendy. Analysis results of SEM indicates the variable that influence purchasing decision is Product Innovation which consists of Relative Advantages, Compatibility, Complexity, Divisibility, Communicability. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-06-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/553 10.14807/ijmp.v8i2.553 |
url |
http://www.ijmp.jor.br/index.php/ijmp/article/view/553 |
identifier_str_mv |
10.14807/ijmp.v8i2.553 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/553/668 http://www.ijmp.jor.br/index.php/ijmp/article/view/553/699 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2017 Muhammad Harun Al Rasyid, Lilik Noor Yuliati, Agus Maulana info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2017 Muhammad Harun Al Rasyid, Lilik Noor Yuliati, Agus Maulana |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/html |
dc.publisher.none.fl_str_mv |
Independent |
publisher.none.fl_str_mv |
Independent |
dc.source.none.fl_str_mv |
Independent Journal of Management & Production; Vol. 8 No. 2 (2017): Independent Journal of Management & Production; 519-535 2236-269X 2236-269X reponame:Independent Journal of Management & Production instname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) instacron:IJM&P |
instname_str |
Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
instacron_str |
IJM&P |
institution |
IJM&P |
reponame_str |
Independent Journal of Management & Production |
collection |
Independent Journal of Management & Production |
repository.name.fl_str_mv |
Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
repository.mail.fl_str_mv |
ijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br|| |
_version_ |
1797220491044323328 |