COMPARATIVE RESEARCH OF CUSTOMER VALUE PROPOSITION BETWEEN MALE AND FEMALE CUSTOMER OF INDOMIE PRODUCT
Abstract: This research aims
to see if there is significant difference between Male and Female customers of
Indomie Products based on Customer Value Proposition This research type is
descriptive with quantitative method, using Independent Sample T-Test as
analytical tool. The sample size of this research is 100 Customer divided to 50
Male and 50 Female as respondents. Simple Random Sampling was used to
collecting data through questionnaire. The result shows that there is no
significant difference based on Customer Value Proposition in Functional Value
and Emotional Value while there is significant difference based on Customer
Value Proposition in Economical Value and Symbolic Value between Male and
Female customers. Future Recommendation for Indomie is Indomie Products should
focus on giving their products more on Economic Value such as giving promotions,
because Indomie is affordable yet high quality Instant Food products compare to
other products. And also Indomie should give more meaning for people to buy
their products, because as the result says that Symbolic Value had significant
difference for people. Indomie can start doing recycling their product or use
more healthy basic ingredients for their products
Keywords: customer value
proposition, independent sample t-test
PENULIS: Ryan . Rantung, Joice
. Lapian, W.J.F Alfa Tumbuan
Kode Jurnal: jpmanajemendd170981
