MEASURING THE ROLE OF HOUSEMAID IN HOUSEHOLD STAPLE BUYING DECISION

• Main Author: CAHYO WENING (NIM: 29110416) Pembimbing : Ir. Budi Permadi Iskandar, MSP, WULAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19691
• Institution: Institut Teknologi Bandung

The tight competition of retail industry has been occurring anywhere, including in the area of Arcamanik Bandung, in which Mulia Mart minimarket located with several big competitors in the surrounding area. In order to be survived in this competition, Mulia Mart distributed brochures as the brand touch and as a relatively cheaper method of promotion. This research was aimed to examine the effectiveness of such method, especially by using housemaids who were the majority of the store’s customers as the research subject. This research used experiment method, direct and written interview to collect the data. The experiment method was chosen in order to examine the real effect of brochures distribution. The brand touch point theory was adapted from McKinsey’s theory of Customer Decision Journey. There were two concepts that used in this research; brochures distribution and product selling. These two concepts were conducted within a month with two days of interval for the same products. The brochures that contained information of the promoted products started to be distributed on November 30th 2012 to December 28th 2012, while the selling of the promoted products started to be conducted on December 3rd to December 31st 2012. During the selling period of promoted products, the researcher conducted direct interview with the customers. When the researcher found the customers-housemaids, then the questionnaire was given to them to be submitted to their employers at home. The result of experiments showed that by using the inexpensive cost, the method of brochure distribution could effectively provide the information to customers. Besides, the housemaid-customers could provide help in the delivery of information process to their mistresses. Furthermore, the researcher provides the recommendations relating to the suitable promotion method that could be implemented by store at the end of research report.