ANALYSIS

TYPE OF CONSUMER BASED ON QUALITY

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Group 2

 Mega Mora simamora (7181143003)

 Juni Purba (7182143003)
 Rica Riwanti Simanjuntak (7182143010)
 Dewi Sartika Tampubolon (7182143002)
 Rezky Trinanda Simarmata (7182143011)
 Misnawati (7181143010)
 Mukhlis (1781143012)

BUSINESS EDUCATION

FACULTY OF ECONOMICS UNIVERSITY OF MEDAN

2018
 FOREWORD

Praise and gratitude we offer to the presence of God almighty where thanks to the compilation
of the research report on the Type of Consumen beside Quality, can be completed on time, we do this
research report to completed lecture assignments, in addition to this research report also to add insight
and knowledge for readers for readers about consumer beside on consumen based on Quality
hopefully the result of this study can use full for readers .

In making this research because of our limited capabilities we need constructive critisism and
suggestion from readers to perfect our research.

Author
 CHAPTER I

INTRODUCTION

BACKGROUND

Economic conditions in the current era of globalization make business competition

even more sharp, both domestic and global markets. Although consumers remain but their
purchasing power is increasingly limited, as a result consumers become increasingly critical
in making purchases of the products they need. every company to work more professionally
in order to stay competitive and survive, every company must be able to attract consumers by
offering quality products accompanied by good service. A company will succeed if it
prioritizes satisfaction for its customers.
Customer satisfaction is one of the determinants of the success of the company, besides
customer satisfaction can be a competitive tool for a company in the face of its
competitors.According to Oliver in Barnes (2003: 64) states satisfaction is the customer's
response to the fulfillment of needs which means that customer valuation of goods or services
provide a level of comfort associated with meeting a need, including meeting needs that do
not meet expectations or fulfillment that exceeds customer expectations. It is expected that
with the consumer's decision, it can improve the survival of a company and be able to
generate profits. Because a company that is able to satisfy its customers' needs but is unable
to generate profits, it is impossible to continue to exist and be able to grow.
In determining customer satisfaction there are factors that must be considered by the
company According to Irawan (2004: 37), including product quality, price, service quality,
emotional factors, costs and convenience. Of all the factors that have been mentioned, there
are two dominant factors in causing the increase or decrease in customer satisfaction, namely
product quality and price, because with the quality of the product the customer will feel
satisfied if the product they use is of high quality, and in the presence of relatively
inexpensive prices higher satisfaction value to customers.
Product quality according to Kotler (2005: 49), "is the overall characteristics and of a product
or service in the ability to satisfy expressed / implied needs". The product has an important
meaning for the company because without the product, the company will not be able to do
anything from its business. The buyer will buy the product if he feels fit, therefore the
product must be adjusted to the wishes or needs of the buyer so that product marketing is
successful. In other words, making a product is better oriented to market desires or consumer
tastes.
Today many companies are competing to create the latest products. One of them is PT.
Martina Bertho is trying to
creating variations of Sariayu cosmetics that are specifically used by women. Consumer
behavior that is increasingly varied and increasingly tight in this competition demands PT.
Martina Bertho provides satisfying product quality and is able to maintain the quality, price
and brand of products that have been satisfying customers. With customer loyalty, the
company will be easier to make profits and win the competition.
INDONESIAN COSMETIC SALES LEVEL
The increase in Indonesia's national cosmetic market is also influenced by
the increasing growth of the middle class. This is in line with what was expressed by the
Partner and Managing Director of BCG Singapore, Vaishali Rastogi (www.swa.co.id, 2013)
that Indonesia's economy is being Fast growth, and the proportion of middle to upper
consumers will increase spending consumption which is getting bigger. Furthermore Vaishali
Rastogi revealed that in 2020 it is estimated that Indonesia's consumer population will double
from 2012 to million 74 people
141 million people. consumers at this level are starting to shift from basic products to
convenience and convenience products. This situation makes Indonesia's appeal to many
foreign and local companies. Many foreign and local companies compete for the cosmetic
market share in Indonesia. At present the import share of cosmetics in Indonesia is still 10%,
but if imported cosmetics continue to offer middle-class cosmetics products, it is estimated
that the opportunity for imported cosmetics market share will increase to 30%
(www.mobile.kontan.co.id). Based on records from the Ministry of Industry (www
.m.metrotvnews.com) in the period April 2014 to March 2014, imported cosmetic products
reached 32,960 tons with a value of US $ 117.24 million. Not only imported cosmetics that
take advantage of the current Indonesian cosmetic market, but local cosmetics companies
also offer their products to Indonesian consumers. High market opportunities
making many companies interested in creating cosmetic products with various brands,
functions and innovations in order to compete.
IDENTIFICATION OF RESEARCH

1. Consumer perception of the quality of cosmetic products

2. Consumer perception of the price of cosmetics based on the quality of goods

THE PURPOSE OF RESEARCH

1. To find out consumer perceptions of the quality of goods.
2. to find out consumer perceptions of the price of quality goods.
BAB II