Strategi Imitasi dan Perilaku Konsumen Rokok Country
Abstract
This research is purposed to analyze the factors which influence the consumers in purchasing imitate product. In this case refer to Country cigarettes that success in national market because its appearance features tend look like Marlboro cigarettes. Consumer behavior influenced by marketing stimuli from the marketer of imitation product including the product that look a like the market lader, close packaging feature with market leader do, the same distribution strategy with market leader. Beside all of that factors, it is also influenced by attitude, referring group, and life style that comes from the customers.
The research population is the Country cigarrettes’s consumers in Andalas University which know about Marlboro and the sample was taken with simple random sampling method of population. The responden are 100 persons. Research analysis data using double regression analysis technique. After all data is collected then it processed with SPSS (Statistical Package for the Social Sciences) program in case to be examined statistical by doing the statistical test.
The result of research shows that same packaging with market leader do not have any positive influence and significant to wants in buying, meanwhile attitude variable have negative influence to wants to repeating buying. But, product that look a like the market leader, cheaper price, same promotion with market leader and same distribution strategy with market leader have positive influences and significant to wants of consumer to repeat buying the product.
Key words: imitation, consumer behavior
References
Harapan, Sinar. (2003). Country Incar Posisi Kedua Rokok Putih (On-line) Available http://www.sinarharapan.com
Herlina. Hubungan Tipe Strategi Bisnis dan Strategi Pemasaran dalam Menciptakan Keunggulan Bersaing Perusahaan dengan Menggunakan Manajemen Tenaga Penjual, Jurnal Manajemen vol.6, No.1.2006
Hitt, Michael A., dkk. (1997). Manajemen Strategis Menyongsong Era Persaingan dan Globalisasi. Jakarta: Erlangga.
Hou, Wee Chow. (1997). Practical Marketing an Asian Perspective. Jakarta: Mega Media.
Kartajaya, Hermawan. (1999). Marketing Plus 2000 Siasat Memenangkan Persaingan Global. Jakarta: PT. Gramedia Pustaka Utama.
Kartajaya, Hermawan. (2006). Hermawan Kertajaya on Marketing. Jakarta: PT. Gramedia Pustaka Utama.
Kartajaya, Hermawan. (2006). Marketing Klasik Indonesia. Bandung: PT. Mizan Pustaka.
Keegan, Warren J. (1996). Manajemen Pemasaran Global Edisi Revisi Jilid 1. Jakarta: Prehalindo.
Kotler, Philip, dkk., (2000). Manajemen Pemasaran Perspektif Asia Buku 1. Yogyakarta: Penerbit Andi.
Kotler, Philip. (2000), Marketing Management., 10th Ed. New Jersey: Prentice Hall Inc.
Kotler, Philip. (2002). Manajemen Pemasaran. Terjemahan Hendra Teguh, Ronny A. Rusli dan Benyamin Molan. Jilid II Edisi Milenium. Jakarta: PT Indeks.
Kotler, Philip. (2003). Re-thinking Marketing Sustainable Market-ing Enterprise di Asia, Marco P. Widodo (alih bahasa). Jakarta: PT. Prenhalindo.
Majalah Marketing, Edisi 11/IV/November 2004, Halaman 26
Maryuda, Efri. Pengaruh Faktor Perilaku Konsumen dalam Pengambilan Keputusan Pembelian Rokok Lucky Strike di Kota Padang. Skripsi Fakultas Ekonomi Universitas Andalas, Tidak Diterbitkan. 2006.
Mowen, John C. & Michael Minor. (2002). Prilaku Konsumen, Terjemahan Lina Salim, SE, MBA, MA, Jilid 1. Jakarta: Erlangga.
Schnaars, Steven p. Managing Imitation Strategy: How Later Entrants Seize Markets From Pioneers, Journal of Marketing vol.59 1995.
Schnaars, Steven p. (1994). Managing Imitation Strategy. New York: The Free Press.
Sekaran, Uma. (2003). Research Methods for Business. New York: John Wiley & Sons, Inc.
Stanton, William J. (1986). Prinsip Pemasaran Edisi ke-7 Jilid 2. Jakarta: Erlangga.
Sunarto. (2003). Manajemen Pemasaran. Yogyakarta: BPFE-UTS.
Suryabrata, Sumadi., Drs., BA., MA., Ed.S., Ph.D. (2006) Metodologi Penelitian. Jakarta: Raja Grafindo Persada.
Susanta, Rahmat. (2004). Camouflage Marketing (On-line) Available http://www.majalahmarketing.com
Swastha, Basu DH & Suketjo Ibnu (1995). Pengatar Bisnis Modern. Edisi Ketiga, Yogyakarta: Liberty.
Syafrizal. Manajemen Produk Kontemporer untuk Memenangkan Persaingan Pasar, Jurnal Ekonomi dan Manajemen Fakultas Ekonomi Universitas Andalas no.IX/2. 2001.
Thompson, Strickland. (2001), Strategic Management : Concept and Cases. 12th Ed. New York: McGraw-Hill Companies.
Tjahyudi, Rully A. Brand Trust dalam Konteks Loyalitas Merek: Peran Karakteristik Merek, Karakteristik Perusahaan, dan Karakteristik Hubungan Pelanggan-Merek, Jurnal Manajemen, vol.6, No.1.2006
Wikipedia. (2007). Marlboro (On-line) Available http://www.wikipedia.com
Winardi, DR., SE. (1989). Kamus Ekonomi (Inggris-Indonesia). Bandung: CV. Mandar Maju.
Zhou, Kevin Z. Innovation, Imitation, and New Product Performance: The Case of China, Journal of Institute for the study of Business Markets The Pennsylvania State University.2-2005
Click for JMK's Copyright and License Statement
