DOI: https://doi.org/10.9744/nirmana.17.1.30-36

Faktor Terpenting dalam Membangun Unique Selling Proposition untuk Menjangkau Konsumen Kelas Menengah Indonesia

Christian Anggrianto, Nassiriah Shaari, Norsiah binti Abdul Hamid

Abstract


Indonesia mampu mencatat angka pertumbuhan ekonomi yang relatif tinggi dan konsisten meski dunia dilanda krisis keuangan global serta memiliki peningkatan angka konsumsi domestik yang kuat. Pertumbuhan kelas menengahnya membuat Indonesia menjadi salah satu negara berkembang yang menarik perhatian para Investor dan pebisnis, hal tersebut secara tidak langsung menimbulkan persaingan yang makin tajam untuk merebut pasar kelas menengah Indonesia. Oleh karena itu, penelitian ini bertujuan untuk mengetahui faktor terpenting dalam membangun unique selling proposition untuk menjangkau konsumen kelas menengah indonesia. Landasan teori penelitian ini adalah teori Unique selling proposition, postioning, branding, dan kelas menengah Indonesia. Metode penelitian yang akan digunakan adalah metode penelitian triangulasi, yang sering digunakan dalam penelitian sains sosial yang mengacu pada aplikasi dan kombinasi beberapa metode penelitian dalam studi fenomena yang sama, dan melakukan wawancara pada narasumber yang berpengalaman dalam bidang.


Keywords


Unique Selling Proposition, Desain, Branding, Kelas Menengah Indonesia.

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DOI: https://doi.org/10.9744/nirmana.17.1.30-36



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