Segmentasi Pelanggan pada Bisnis Wedding Organizer
DOI:
https://doi.org/10.21512/bbr.v1i2.1104Keywords:
high involvement, segmentation, ethnographyAbstract
Wedding is one of the most important and beautiful thing in a human life, they want that happen only once in their lifetime, that’s why they aren’t mind if they have to spend lot of money to have an unforgettable wedding. For some of Indonesian, wedding party is often considered as someone social status acknowledgement. Wedding party is the one of High Involvement service, that is when a consumer have spent a huge of money and they want the best service as a return. Through Ethnography, segmentation for a Wedding Organizer’s consumer will be described very well and clearly, so that the best service will be delivered to the correct consumer.
Plum Analytics
References
Kotler, P., and Keller, K. (2006). Marketing management, 12th ed., New Jersey: Prentice Hall.
Maulana, A. (2008). Insight via ethnography. Retrieved from
http://amaliamaulana.com/2008/06/02/insight-via-ethnography.
Melati, I., dan Tiara, M. (2009). Consumer insight: Dinamika pemilihan sebuah wedding organizer. Tesis tidak diterbitkan, Jakarta: Program Pascasarjana, Universitas Bina Nusantara.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
