#TITLE_ALTERNATIVE#

• Main Author: SATRIO WIBOWO (NIM 29106420), DANNY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7535
• Institution: Institut Teknologi Bandung

This thesis examines the perception and the customer's behavior towards shopping centre to decide the right marketing strategy for Diamond Supermarket. The perception and customers behavior that will be examined covers awareness, perception attribute towards the level of interest and the perceive perception towards the Diamond Supermarket work ethics and the competition on every level of attribute. The examined behavior includes earnings, expense for monthly shopping, which shopping centre is most favorable, reason for choosing shopping areas, other factors for choosing shopping area, category of product that is purchased at shopping center, top of mind experiment, Brand awareness toward Diamond Supermarket and D'BEST Fatmawati and the decisive factor in choosing a shopping area is ultimately based on the interest and satisfaction scale. The result of this analysis is analyzed with analytical factors, attribute analysis, brand awareness and STP. To support or advocate these analyses, the writer has conducted a literature study that covers customer shopping satisfaction, retail marketing, customer behavior STP Strategy, the average mother's shopping behavior, business retail strategy and Diamond Supermarket's profile. By understanding the customer's perception and behavior in choosing shopping centers, this thesis will give few recommendation strategies for Diamond Supermarket in particular. The perception of the customer towards self-service retails, the writer recommends Diamond Supermarket to focus on Segmentation, Targeting and Positioning and increase brand awareness toward the customers by maximizing the marketing mix.