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Brand Equity Essay

5088 words - 21 pages



By :

Annysa Yuliaty
IB 2


1.1 Introduction

Midnight is the middle of the night, specifically 12 o'clock at night. Intense darkness or gloom. A period of darkness and gloom.
In the daily cycle of time, midnight represents the deepest point of negativity, when ghosts, demons, and all uncanny beings are most active. It is prescribed for many magic rituals and divinations. In modern times it is mathematically defined, so one is told that such-and-such will happen ‘when the clock strikes twelve’; regarded thus, it derives much of its significance ...view middle of the document...

1.2 Background of study
Midnight Sale starts at 22:00 until 24.00, the manager also offers free parking starting at 22.00 hours and this is a value added service. As revealed by Kim and Jin (2002), discount stores realize the importance of enhancing the value of other services that can provide added value for its customers to become more competitive. In addition to the above two objectives, Midnight Sale is done at night, therefore does not disrupt the upscale segment who need the convenience of shopping with a good service, because when it lowered the price of market share was automatically moved into the middle class segment, so that consumer priorities (upper class) can still be served well and shopping centers are still able to benefit from non-priority customers (middle class).
Under these conditions the price offered is relatively inexpensive, consumers tend to be impulsive, and ended in the purchase of an item. Thaler research in Lowe (2010) showed that consumers preferred to receive an extra product for free in a promotion. However, whether the consumer to make a purchase decision is the result of large-scale promotion or because of other factors need further review especially in Indonesia. So many woman want to go to midnight sale because only the lower price and most of them do it even it in the middle of the night. Therefore, the author aims to analyze the influence of midnight for the woman in Jakarta.
Strategy promotion midnight sale is a sale with a discount program at midnight ( mix , 2005:41 ). Midnight sale strategy itself program held every Saturday night at 22:00 pm until 24.00 pm with a massive discount . the factors that influence the midnight sale is A)service , is an effort to help prepare ( take care ) what is required of others. B)product quality , is an attempt to show the level of excellence expected and degree of control over the usefulness of products to meet consumer desires. C)discounts , is someone offering to consumers savings off the regular price of a product , which is deducted on the label or packaging.D) safety and comfort , is situation where someone feel calm when performing an activity without any worries.E)advertising, is an efficient way to achieve a number of dispersed buyers at a low cost for a one-time appearance.F). personal selling , is the most effective tool in the final stages of the buying process, particularly in building preferences, beliefs and actions of buyers.G) community relations programs in plan to promote or protect the image.
1.3 Statement of Problem
Several statement that will be support this research :
* Do the price, brand name, marketing strategy have significant impact toward the woman shopping behavior at Midnight Sale?
* How many people interest to come to Midnight Sale?
* Which factors have significance impact towards the customers’ loyalty in Jakarta?
1.4 Significance of study

The results from this research would be significance the...

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