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2015 Telah dilakukan penelitian untuk mengetahuiAnalisis Pergeseran Merek Produk Susu Kental Manis Di PT Gelael Indotim Makassar. dilaksanakan selama kurang lebih 8 bulan yaitu pada Desember 2012 ??? Juli 2013 di PT. Gelael Indotim Makassar.jenis penelitian deskriptif yaitu menggambarkan atau menguraikan bagaimana pergeseran merek pada produk susu kental manis di PT Gelael Indotim Makassar.Populasi pada penelitian ini terdiri dari subjek dan objek, dimana subjeknya adalah konsumen yang melakukan pembelian susu kental manis baik itu susu Frisian Flag, Indomilk, Carnation yang ada di PT. Gelael Indotim Makassar sedangkan objeknya adalah yaitu keseluruhan produk susu kental manis baik itu Frisian Flag, Indomilk serta Carnation yang di beli oleh konsumen di PT. Gelael Indotim, Makassar.Penarikan sampel pada PT Gelael Indotim Makassaryaitu sebanyak 100 responden. Analisa data yang di gunakan pada penelitian ini yaitu dengan menggunakan Analisis Rantai Markov. Bila analisis Rantai Markov dilakukan secara berulang-ulang untuk beberapa periode ke depan, maka pada suatu saat akan dicapai suatu kondisi keseimbangan artinya probabilitas transisionalnnya tidak akan berubah lagi dan nilai tersebut merupakan besarnya pangsa pasar yang dikuasai oleh masingmasing jenis susu kental manis. Berdasarkan hasil pembahasan yang telah diuraikan, maka dapat ditarik kesimpulan sebagai berikut: Bahwa pergeseran merek yang terjadi di PT. Gelael Indotim Makassar menyebabkan susu kental manis merek Indomilk dan Carnation mengalami peningkatan pelanggan,sedangkan untuk merek Frisian Flag mengalami penurunan. Susu kental manis merek Indomilk mendapatkan pelanggan dari merek Frisian Flag 12 Responden dan dari merek Carnation mendapatkan pelanggan sebanyak 8 Responden, sedangkan untuk merek Carnation mendapatkan pelanggan dari Frisian Flag sebanyak 9 Responden dan dari susu kental merek Indomilk mendapatkan pelanggan sebanyak 4 Responden. Untuk susu kental merek Frisian Flag mengalami penurunan yang mana Frisian Flag kehilangan pelanggan ke merek Indomilk sebanyak 12 Responden dan merek Carnation sebanyak 9 Responden. Meskipun susu kental manis merek Frisian Flag mengalami penurunan,tapi merek Frisian Flag masih tetap menguasai pangsa pasar sampai pada posisi keseimbangan (pangsa pasar akhir) yaitu 42,3779 %. Research has been conducted to find out the Brand Shift analysis of condensed milk Products In PT Gelael Indotim Makassar. implemented for approximately 8 months i.e. by December 2012% u2013 August 2013 at PT. Gelael Indotim Makassar. This type of descriptive studies which describe or elaborate on how the shift in the product brand sweetened condensed milk in PT Gelael Indotim Makassar. The population of this research consists of subject and object, where the subject is consumers who make purchases either condensed milk it milk, Frisian Flag, Indomilk, Carnation in pt. Gelael Indotim Makassar while its object is the overall good product sweetened condensed milk that Frisian Flag, Indomilk and Carnation are purchased by consumers in the PT. Gelael Indotim, Makassar. Withdrawal of samples on PT Indotim Gelael Makassar that as many as 100 respondents. Analysis of the data used in this study i.e. by using Markov chain analysis. When Markov chain analysis is done repeatedly for several periods into the future, then at some point will be reached a condition of balance of probabilities means transisionalnnya will not change again and the value is the magnitude of the market share held by the respective types of sweetened condensed milk. Based on the results of discussion which has been described, then a conclusion can be drawn as follows: that the brand shift happening in pt. Gelael Indotim Makassar causes the sweetened condensed milk Carnation Indomilk brand and experience an increase in subscribers, whereas for Frisian Flag has decreased. Sweetened condensed milk brand Indomilk get customers from Frisian Flag brand 12 Respondents and Carnation brands get customers from as many as 8 respondents, whereas the Carnation brand to get customers from Frisian Flag as much as 9 respondents and from condensed milk brand Indomilk get customers as much as 4 Respondents. For Frisian Flag brand condensed milk has decreased which Frisian Flag lose customers to the brand Indomilk as many as 12 Respondents and Carnation brands as much as 9 respondents. Although the sweetened condensed milk brand Frisian Flag has decreased, but the brand still Frisian Flag ruled the market share up on the position of the equilibrium (market share of late) is 42,3779%. Keywords : AnalysisShift Brand Daity Products Sweet Viscid |
