NUR FITRIA, BARLIANA (2024) CITRA MEREK PRODUK VENUS DALAM MENGHADAPI PERSAINGAN INDUSTRI KOSMETIK ( STUDI KASUS PADA PT KIMIA FARMA TRADING AND DISTRIBUTION CABANG SERANG ). D3 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Venus is one of the cosmetic products distributed by PT Kimia Farma Trading And Distribution Serang Branch. In the increasingly fierce competition in the cosmetics industry, brand image is very important because it can influence consumers in choosing products. The writing of this final project aims to examine the brand image of Venus products at PT Kimia Farma Trading & Distribution Serang branch in facing the competitive cosmetics industry. The data collection methods used by the author include observation, interviews, and documentation. Primary data was obtained through interviews with internal company parties, while secondary data was obtained from related journals and sales data from the company. The results show that Venus has potential as a quality cosmetic brand. However, brand awareness and association still need to be improved to effectively compete with other cosmetic brands in a competitive market. In addition, increased promotion through digital platforms and improved Venus product information are needed to strengthen the brand image and increase consumer confidence in Venus cosmetic products.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Venus merupakan salah satu produk kosmetik yang didistribusikan oleh PT Kimia Farma Trading And Distribution Cabang Serang. Dalam persaingan industri kosmetik yang semakin ketat citra merek menjadi hal yang sangat penting karena dapat mempengaruhi konsumen dalam memilih produk. Penulisan tugas akhir ini bertujuan untuk mengkaji citra merek produk Venus di PT Kimia Farma Trading & Distribution cabang Serang dalam menghadapi persaingan industri kosmetik yang kompetitif. Metode pengumpulan data yang digunakan penulis meliputi observasi, wawancara, dan dokumentasi. Untuk data primer diperoleh melalui wawancara dengan pihak internal perusahaan, sementara data sekunder didapatkan dari jurnal terkait serta data penjualandari perusahaan. Dengan hasil yang menunjukkan bahwa Venus ini memiliki potensi sebagai merek kosmetik yang berkualitas. Namun kesadaran akan merek dan asosiasi masih perlu ditingkatkan untuk dapat bersaing dengan merek-merek kosmetik lainnya secara efektif di pasar yang kompetitif. Selain itu peningkatan promosi melalui platform digital dan peningkatan informasi produk Venus sangat diperlukan untuk memperkuat citra merek serta meningkatkan kepercayaan konsumen pada produk kosmetik Venus. | |||||||||
| Uncontrolled Keywords: | Brand Image, Cosmetic Industry, Competition. Citra Merek, Industri Kosmetik,Persaingan. | |||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5601 Accounting H Social Sciences > HF Commerce > HF5601 Accounting |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Mrs Barliana Nur Fitria | |||||||||
| Date Deposited: | 12 Aug 2024 16:36 | |||||||||
| Last Modified: | 12 Aug 2024 16:36 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39795 |
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