THE EFFECT OF LIMITED EDITION PRODUCT AND CONSUMER CULTURE ON PERCEIVED PRODUCT VALUE, WHICH IMPACT ON THE INTENSITY OF BUYING A LIMITED EDITION MAGNUM FILTER

• Main Author: Fery Maulana, Tengku
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53125
• Institution: Institut Teknologi Bandung

Magnum Filter LEP (Limited Edition Product) was released on July 1st, 2019 for 4 weeks with a focus on thirteen cities divided in several provinces, including West Java (Bandung, Sukabumi, Tasikmalaya, and Garut); Sumatra (Medan, Tanah Karo, Banda Aceh, and Lhoksumawe); and Sulawesi (Ternate). This Limited Edition Product aims to strengthen the emotional connection between Magnum Filter and its target market. Magnum Filter LEP has been shown to increase sales and justify higher prices than competitors in the past year. This needs to be examined by involving the related variables that support the success of this promotion. Companies will need new promotions to compete with competitors and earn the consumer loyalty of Magnum Filter's two core target markets, namely adventurous middle-income millennials who want to be seen with something in the crowd, and low-income workers who have a desire to contribute to society. One way to do this is by re-releasing Limited Edition Products, by analyzing related influences such as consumer culture, perceived value and purchase intentions of Limited Edition Products, this research can be used as a consideration for releasing Limited Edition Products, in particular. limited edition Magnum Filter products or other products that want to release Limited Edition Products. In this study, the method used is a quantitative method using a verification approach and a qualitative method with semiotic analysis as an additional method. This research will also examine the Magnum Filter LEP released with a tiger or "maung" image which will be analyzed using elements of relationship, sensory experie