Strategi pemasaran untuk meningkatkan purchase intention produk garmen (studi kasus: PT International Prospecta Garmindo)

Angelaine, Imelda (2023) Strategi pemasaran untuk meningkatkan purchase intention produk garmen (studi kasus: PT International Prospecta Garmindo). Masters thesis, Universitas Tarumanagara.

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Abstract

The fashion industry is a field that has a wide market with trends and consumer preferences that are constantly changing and developing, which affect the demand for garment products. An example is the increase in demand for casual clothing products during the post-pandemic period. PT International Prospecta
Garmindo is a garment company that produces casual clothing products. Now casual clothing trend is increasingly hyped and has high potential. This causes new competitors to start appearing, which has an impact on the purchase intention of PT International Prospecta Garmindo’s products. New marketing strategies are
needed to increase purchase intention for the company's garment products which will be discussed in this research. Using qualitative research methods with a case study approach, where the data is collected by applying library research and field research. This research analyzes the company's external and internal environment which consists of Porter's five forces analysis, PESTEL, Segmenting, Targeting and Positioning, Marketing Mix, and SWOT, which are then clarified using the IE Matrix, SWOT Matrix and Quantitative Strategic Planning Matrix. Based on the result of the analysis, PT International Prospecta Garmindo is in the hold and
maintain quadrant of IE Matrix and in Quadran I of the SWOT Quadrant, so it can try to use alternative aggresive strategies from the result of the SWOT Matrix.
Through QSPM analysis, the best SO Strategy is to maintain and improve the company’s position, as well as strengthen the company’s relationship with customers.

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Sarwo Edy Handoyo, S.E., M.M
Uncontrolled Keywords:	Key Words: Garment, Marketing Strategy, Purchase Intention
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	09 Jun 2026 10:59
Last Modified:	09 Jun 2026 10:59
URI:	https://repository.untar.ac.id/id/eprint/49828

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