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"Setiap perusahaan yang ingin melebarkan lahan usahanya membutuhkan suatu strategi pemasaran. Strategi menjadi salah satu unsur terpenting yang menentukan keberhasilan suatu usaha dalam menghadapi persaingan dunia bisnis. Dengan strategi yang tepat, suatu usaha akan dapat mencapai tujuan program yang direncanakan.Tesis ini membahas mengenai strategi pemasaran dengan mengambil studi kasus di Blenger Burger yang berlokasi di jalan Lamandau, Kebayoran Baru, Jakarta Selatan. Tujuan penelitian ini selain untuk mengetahui strategi pemasaran Blenger Burger, juga untuk mengetahui alternatif strategi pemasaran yang disarankan untuk Blenger Burger. Alasan memilih Blenger Burger untuk dijadikan tempat penelitian karena saat ini Blenger Burger merupakan salah satu usaha makanan yang mengalami perkembangan cukup pesat, bahkan mampu mengungguli para pesaingnya yang sudah lebih dulu terjun.Dalam melakukan penelitian, penulis menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif. Adapun metode yang digunakan adalah metode studi kasus yang bertujuan untuk memperoleh gambaran yang lebih mendalam dan lengkap dari suatu objek yang diteliti tanpa mementingkan generalisasi secara luas. Analisis data dilakukan berdasarkan analisis PLC (Product Life Cycle).Sebelum suatU strategi pemasaran disusun, perusahaan harus siap dengan perencanaan rincian dari bauran pemasarannya. Dalam studi kasus ini, strategi pemasaran yang dilakukan menggunakan konsep bauran pemasaran 5P yaitu produk (product), harga (price), temppat atau distribusi (place), promosi (promotion), dan Manusia (People). Strategi pemasaran yang sudah diterapkan oleh Blenger Burger yaitu: (1) Strategi pemasaran untuk produk yang dilakukan oleh Blenger Burger adalah dengan melakukan diferensiasi produk, (2) Strategi pemasaran untuk harga, Blenger Burger menetapkan harga dengan dengan harga yang berlaku (going-rate pricing), (3) Strategi pemasaran untuk promosi, bauran promosi yang dipakai adalah penjualan personal (personal selling) dan hubungan masyarakat yang didalamnya termasuk publisitas, (4) Strategi pemasaran untuk distribusi yaitu dengan memakai saluran langsung dari produsen ke konsumen, delivery service, serta distribusi selektif yang membatasi jumlah outlet, dan (5) Strategi pemasaran untuk manusia (pegawai) adalah dengan memberikan pelatihan dan training, serta kompensasi yang sesuai untuk pegawai.Setelah dianalisis dengan menggunakan analisis Product Life Cycle (PLC) yang diukur dengan metode Polli & Cook, maka didapatkan kesimpulan bahwa produk burger milik Blenger Burger berada dalam tahap kedewasaan yang menurun (decaying maturity stage). Karena itu alternatif strategi yang yang disarankan yang sesuai dengan posisi produk pada saat ini diantaranya adalah dengan modifikasi pasar, produk, dan bauran pemasaran. Modifikasi pasar dilakukan untuk menambah jumlah konsumen, modifikasi produk dilakukan dengan mengubah penampilan atau kemasan produk serta menambah menu makanan, modifikasi bauran pemasaran dilakukan dengan mencakup modifikasi atas harga dan promosi. Modifikasi harga dilakukan dengan cara menurunkan harga, sedangkan modifikasi promosi dilakukan dengan mempergunakan strategi promosi lain seperti periklanan serta promosi penjualan untuk membantu memperkenalkan produk.

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Any company wishing to expand its business lines needs a marketing strategy. Strategy has been one of the most important elements to confirm the success of a business in facing against business world's competition. Through art accurate strategy, a business shall achieve the program purpose it plans.

This thesis discusses the marketing strategy by exposing a case study of Blenger Burger, located on Jalan Lamandau, Kebayoran Baru, South Jakarta. The purpose of this research, besides to know the marketing strategy of Blenger Burger, also in order to get an idea of alternative marketing strategies suggested for Blenger Burger. The reason for taking Blenger Burger as the place of research is because currently Blenger Burger is one of the food businesses which experiences fast development, and even it is able to beat the competitors coming earlier to the field.

In performing the research, the author applies qualitative approach with descriptive type of research. The method incorporated is case study, which is aimed at obtaining deeper and more complete picture of the object under research putting aside broader generalization. Data analysis is performed through Product Life Cycle (PLC) analysis.

Prior to preparing a marketing strategy, a company shall be ready with the detailed planning of its marketing mix. Marketing mix is defined as a set of tactical, reliable marketing tools, which are synergized by the company in order to obtain expected response from the targeted market. In this case study, the marketing strategy applied incorporates the marketing mix concept called 5P's namely product, price, place or distribution, promotion, and people.

The marketing strategy already implemented by Blenger Burger includes: (1) Marketing strategy for the products performed by Blenger Burger is through product differentiation, (2) Marketing strategy for price, Blenger Burger applies the price now prevailing (going-rate pricing), (3) Marketing strategy for promotion: the promotion mix applied is personal selling and mass communication which includes publicity, (4) Marketing strategy for distribution is through incorporating direct channel from the producer to the consumer, called delivery service, and selective distribution which limits the number of outlets, and (5) Marketing strategy for the people (employees), which is through giving training plus compensation in compliant with the employees.

After being analyzed using PLC (Product Life Cycle) analysis and measured with Polli & Cook method, it's concluded that the burger product produced by Blenger Burger is now in the decaying maturity stage. Therefore, the alternative strategy suggested, which will be appropriate with the product position at this time includes, among others, modifying the product, market, and marketing mix.

Market adjustment modifying can be done to increase the customer volume. Product adjustment modifying can be done by changing the product appearance or product packaging and also by adding the various menus. Marketing mix adjustment modifying can be done by completing the price and promotion modifying. Price adjustment modifying can be done by decreasing the price, while promotion modifying can be done by using another promotion strategies, such as : advertising and personal selling. The aim is to promote the product to the market or customer."

"Pada tahun 1988 kebebasan mendirikan bank-bank swasta yang disertai kebebasan menentukan suku bunga (tabungan dan kredit) menjadi sangat liberal, hal ini terlihat dalam bentuk penghapusan sisa-sisa hambatan atas keluar-masuknya modal asing dari dan ke Indonesia. Jumlah bank meningkat dari sekitar 70 menjadi 240 yang kemudian karena adanya krismon yang melanda Indonesia pada tahun 1997 dan membawa dampak yang cukup besar pada dunia perbankan. Pada tahun 1997-1998 Bank-Bank menciut cukup drastis menjadi dibawah 100 bank. Tetapi hal tersebut tetap membuat dunia persaingan dalam perbankan berjalan keras, khususnya pada bank-bank pemerintah karena harus bersaing terhadap Bank-bank swasta yang jumlahnya lebih banyak. Mereka bersaing untuk mengumpulkan nasabah dan menggunakan berbagai cara yang menarik perhatian untuk menjaring nasabahnya.Di era globalisasi ini, persaingan antar Bank dalam menarik nasabah menjadi semakin ketat, tidak hanya bersaing dengan Bank Swasta, tetapi juga harus bersaing menghadapi Bank Asing yang mulai menjamur. Dalam menyikapi fenomena ini mau tidak mau pihak bank harus meningkatkan kualitas pelayanannya untuk mempertahankan loyalitas nasabah dan merebut pangsa pasar.Bank BNI 1946 sebagai salah satu Bank Umum terbesar milik pemerintah memiliki produk tabungan yang diberi nama Taplus BNI. Taplus BNI memiliki bunga & fasilitas yang dirancang semenarik mungkin untuk dapat memuaskan nasabahnya. Bagi nasabah tabungan Taplus, mereka tidak perlu antri, mereka mendapatkan fasilitas layanan BNI PhonePIus jalur perbankan bebas antri 24 jam yaitu layanan perbankan melalui telepon selama 24 jam. Hal ini dilakukan akan menjamin keleluasaan dan kepuasan nasabah dalam mendapatkan segala informasi dan melakukan transaksi perbankan tanpa harus beranjak dari tempat dengan jaminan privasi yang tinggi, serta tidak dibatasi ruang waktu dan gerak.Penelitian ini dilakukan untuk menjawab pertanyaan sejauh mana pelayanan berperan penting terhadap kepuasan nasabah TAPLUS BNI pacla bank BNI 46 cabang Harmoni yang terjadi akibat perbedaan persepsi dan harapan nasabah tersebut. Metode pengukuran yang digunakan adalah metode SERVQUAL berdasarkan teori faktor-faktor penentu kepuasan pelanggan dari Valerie A. Zeithml dan Mary Jo Bitner. Sedangkan pengembangannya dibuat berdasarkan sepuluh factor penentu kualitas jasa, yaitu Tangible, Reliability, Responsiveness, Competence, Access, Courtesy, Communication, Credibility, Communication dan Understanding The Costumer.Metode penelitian yang digunakan adalah analisis Kuantitatitf Data yang dikumpulkan terdiri atas data primer dan data sekunden Data primer diperoleh dengan menggunakan kuesioner sedangkan data sekunder diperoleh melalui kepustakaan yang didapat melalui buku, buku, browsing internet dan sebagainya. Metode pengambilan sampel menggunakan Non Probability Sampling dengan teknik sampling Insidental yang disebarkan kepada 100 responden di Bank BNI?46 cabang Harmoni Kuesioner yang digunakan terdin dari 41 pertanyaan yang bersifat tertutup.Kesimpulan dari hasil penelitian terhadap ke-10 dimensi SERVQUAL menunjukan bahwa skors persepsi nasabah lebih tinggi daripada harapan nasabah, artinya pelayanan yang diberikan manajemen Bank BNI cabang Hannoni sudah mernuaskan. Rata-rata total skors persepsi nasabah berdasarkan tingkat kepuasan adalah 3.93 dan total skors harapan nasabah berdasarkan tingkat kepentingan sebesar 3.65 ( PERCEIVED SERVICE > EXPECTED SERVICE -> nasabah Puas ).Namun demikian, masih ada dimensi-dimensi yang diteliti yang memberikan kontribusi jawaban yang kurang memuaskan seperti pada dimensi Responsiveness dan dimensi Credibility. Unluk memperbaiki hal tersebut manajemen bank BNI disarankan harus lebih meningkatkan pelayanamlya tertama dalam hal ketanggapan karyawan bank dalam memberikan pelayanan kepada nasabah dan juga harus memperhatikan kredibilitas termasuk didalamnya adalah masalah-masalah yang berkaitan dengan trust dan kinerja bank sehingga dapat memberikan Excellent Service kepada nasabahnya dan juga untuk pengembangan kepuasan nasabah di masa yang akan datang.

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In the year 1988 in freedom to establish private banks accompanied by the independence to determine the interest rates (savings & credits) became extremely liberal; it was showed in the form of elimination of the rest of obstacles on outflow-inflow of foreign capital from and to Indonesia in the year 1997 and brought a quite considerable impact to the banking business. Within the period of the year 1997-1998, number of bank decreased quite drastically to become less than 100 banks. Yet, such matter remained making competition in banking run strictly, particularly at state owned banks since they ought to compete with private banks which were higher in quality. They competed to accumulate customers and used various attracting methods to net their customers.In this globalization era, inter-bank competition in attracting customers increasingly become tightly, not only compete with Private Banks, but also have to compete to encounter Foreign banks which have started to increase rapidly. In encountering this phenomenon, willy-nilly, the bank has to improve their services quality to maintain customers? loyalty and grab market share.Bank BNI 1946, as one of the largest state owned Commercial banks, has savings product named Taplus BNI. Taplus BNI has interest rate & facility which are designed as attractive as possible in order to satisfy its customers. For customers of Taplus savings, they needn?t queue; they get service facility of 24 hour free-queue banking line BNI PhonePlus namely, banking services via telephone for 24 hours. lt is conducted in order to secure the customers? freedom and satisfaction in obtaining all information and perform banking transaction without the necessity to move anywhere with high-security privacy, and unlimited space, time and movement.This research is aimed at obtaining comprehensive description whether the services provided by bank BNI management satisfaction to customers of TAPLUS BNI at Bank BNI? 46, Harmoni Branch, Jakarta. Measurement method which is applied is SERVQUAL method where its development is made based on 10 determining factors of service quality, namely Tangible, Reliability, Responsiveness, Competence, Access, Courtesy, Communication, Credibility, Communication and Understanding The Customer.Research method which is applied is Quantitative analysis. Data which is collected consists of primary data and secondary data. Primary data is obtained by using questionnaires while secondary data is obtained through bibliography which is obtained via books, browsing in Intemet and so on. Sampling method which is applied is Non Probably Sampling with Incidental sampling techniques which were distributed to 100 respondents at Bank BNI ?46, Harmoni Branch. Questionnaires which were applied consist of 41 close questions.The result of research of all 10 SERVQUAL dimensions indicate that scores of customers? perception are higher than Customers? expectation, meaning that the services provided by management of Bank BNI, Harmoni Branch have been satistied Total score average of customers? perception based on customers? satisfaction degree is 3,93 and total scores of Customers? expectation based on interest degree is 3,65 (PERCEIVED SERVICE > EXPECTED SERVICE -> customers are satisfied).Nevertheless, there are still dimensions being researched that provide less satisfied response contributions such as in Responsiveness dimension and Credibility dimension. To improve such matters, management of Bank BNI must increase its services more and more so that it can ofer Excellent Service to its customers and also to develop customers? saticfaction in the future."

"Under heavy pressure to increase profit and be the noble among the crowd, a business entity should sharp-witted in selecting social issues as the cause of their corporate social responsibility (CSR) programme, to maintain customer and win the competition. Satu Untuk Sepuluh Programme is manifestation of Aqua`s social responsibility, delivered in a unique cause related marketing (CRM) programme.The main objective is to study the customer`s perception on Aqua`s CRM, how is Aqua`s customer loyalty, correlate CRM to customer loyalty, and to study which of the necessary elements of CRM strongly effect customer loyalty. The study use the definition of CRM as stated by Landreth, in such the necessary elements to form the CRM are cause importance, cause proximity, participation effort, and cause congruency.The research is descriptive with quantitative approach, using processing technique of questionnaire survey method with convenience sampling. Descriptive analysis is carried out to characterized the respondent, subsequently any auto correlated noise are screened by factor analysis. Finally, the effect of CRM to customer loyalty is measured employing multiple regression. During May to June 2008, as many as 120 students of University of Indonesia are selected as respondent, to sample customer`s opinion.The result shows that in customer perception CRM is really appreciated and customer loyalty is at a good category. Customer loyalty effects the CRM. Cause proximity followed by cause congruency has factor highly effect customer loyalty. In view of this result, the CRM implemented by Aqua needs to continuously improve the existing CRM factor to serve the customers better CRM programme."

"Lubricant oil has been important part of a vehicle's machine. There had been many brands of lubricant oil since in 2001 government released regulation concerned of supply and service of lubricant oil. As a result, Pertamina's market share of lubricating oil had been decreased. This caused also because competition in lubricant business, not merely seen from its just quality, however seen as a whole through lubricant brand images. The research purpose was to identify the brand image of Meditran lubricant to customer loyalty. In other words, it attempted to observe whether there was the influence of brand image dimensions (attribute and benefit) on the customer loyalty. The research was conducted by collecting the data using the survey method. In order to get the data support this research, the writer distributed 75 questionnaires, consisting 15 questions related to all the indicators. While the samples were selected based on the judgemental sampling method. To find out the effect brand images as the independent variable, to the customer loyalty as dependent variable, writer applied factor analysis, as well as multiple linear regression method. The results came up with a number of hypotheses. Generally, the result suggested that all dimensions that build brand image had a significant positive effect to the customer loyalty."

"Nowadays, in a very competitive market, a brand would be very important because product attributes are relatively easy to be imitated. Therefore, a company must control their intangible assets, such as brand equity. Brand Equity is the assets and liabilities, linked to a brand's name and symbol that adds to the value provided by a product or service to a firm and that firm's costumer. The major asset categories are: brand awareness, brand perceived quality, brand association, and brand loyalty. Brand Equity is not built easily. Building, maintaining, and protecting must be controlled professionally. Prestigious brand which has strong brand equity so it has strong association in consumer's mind. With strong brand equity, marketer's goal for developing and getting market share will be obtained. This Research has been conducted to find the analysis of brand equity of Shell Super automotive fuel. The target respondents were the members of HTML (Honda Tiger Mailing List) community. The theory of Brand Equity by David Aaker was used. The goal of this research was to know the Brand Equity analysis of Shell Super automotive fuel upon the members of HTML community. This research used survey research and descriptive research type. Purposive sampling was used in technique sampling research. 100 respondents were analyzed using Distribution Frequencies Method with application on SPSS for Windows Release 15.0. This analysis showed that brand awareness of Shell automotive fuel had a good result because generally the HTML community members were aware with Shell Super. Brand Perceived Quality and Brand Associations also showed a good result. In spite of Brand Loyalty result showed that the respondents weren't loyal but generally respondents like Shell Super."

"Exhibition event has grown rapidly in Indonesia, almost every week exhibition event were held. The executor had a major part in the succes of the exertion of an exhibition event, whereas the executor of an exhibition event gather the produsen to meet the prospective consumen and plan the whole activity organizely. From the efficiently of time used, the situation and place that being used, will promote and give the proper image to the other party. The effectiveness of an exhibition event can be measured from the amount of entrant and visitor who came during the exhibition event begun. In executing an exhibition event, a strategy of promoting is necessarily needed to compete with other company that play in such core of business. With the promotion that organize effectively, the purpose to gain the interest of entrant and visitor can be fulfilled. In managing Semarang Expo Event, PT Tigawarna required a better promotion strategy, especially in constrict visitor. This research used qualitaive method to gain information about how PT Tigawarna conductied a promotion strategy on the Semarang Expo Event to attract the visitor. This research was conducted by performing two indepth by analyzing the company documents. PT Tigawara was using advertise and publication as a promotion tools to attract the visitor at the Semarang Expo event. By using advertising and publication at the Semarang Expo event, PT Tigawarna has succeeded to gather the visitor, whereas with the arrival of visitor can give the benefit to the exhibition participants. The use of the better promotion strategy would give the better result in the exercion of exhibition event."

"Nowadays, brand does not function as an identity or to differentiate of one product to others only. The branding has been extending in many product categories which are marketed to consumers. To offer their products, the producers can not rely on functional benefits only, but also needs to take the emotional approach to the consumers by the brand given. The approach to give the emotional benefit is through the personalities of the brand as human personalities, included to fashion products. The brand must appear as the consumers it self in order to gain the brand loyalty in long time.The purpose of this research is to find out how the impact of brand personality to brand loyalty of the consumers of fashion brand Zara at Jakarta. In addition to know which dimension of brand personality is most influential to brand loyalty. This research also using Aaker?s dimensions of brand personality, sincerity; excitement; competence; and sophistication. Aaker?s theory about the benefit of brand (functional; emotional; and self-expressive) is used as the first step to refer the brand personality concept. The theories are used to measure the brand loyalty of the consumers based on Aaker?s and Peter and Olson?s measurement.The approach used in this research is quantitative approach with descriptive as a type of research. In order to get the data that support this research, the writer using purposive sampling by distributed 23 questions related to the indicators from the dimensions stated above to 100 respondents in 5 locations (Zara?s store in Jakarta) with judgemental sampling. To find out the brand personality dimensions as independent variable to brand loyalty as dependent variable, the writer uses factor analysis and multiple regression in the measurement.The finding of this research suggests that three of four dimensions which use in measurement, have significant positive impact to brand loyalty. And the result suggests that dimension of competence has biggest impact to brand loyalty than others dimension in brand personality. Besides, dimension of excitement has no impact to the brand loyalty.This research also gives the managerial implications related to the result to Zara?s management, especially in Indonesia. The consumers did not fully aware and care about the competitive advantage which Zara offers, which most appear in dimension of excitement. So that Zara?s Indonesia should adopt the markets here better and more adaptive in the way to gain the brand loyalty of consumers. The best thing that Zara?s Indonesia can do is through the approach of characteristic, and also the culture of brand preference of Indonesian consumers."

"Persaingan antar operator telepon seluler saat ini semakin ketat, baik operator telepon yang beroperasi pada jaringan Global System for Mobile (GSM) maupun operator yang beroperasi pada jaringan Code Division Multiple Access (CDMA). Para operator ini terus bersaing memperebutkan pangsa pasar (market share). Pemasaran merupakan proses yang tidak dapat dipisahkan dari perusahaan, begitu pula dengan bisnis telekomunikasi. Berkaitan dengan hal tersebut, masing-masing operator telepon seluler harus menentukan strategi yang tepat sebagai upaya memenuhi keinginan, kebutuhan konsumennya dan kemudian dapat memperoleh pangsa pasar yang besar. Penerapan strategi pemasaran yang tepat bertujuan agar perusahaan dapat bertahan di ketatnya persaingan saat ini. PT. Telkomsel sebagai operator telepon seluler di Indonesia perlu menetapkan strategi pemasaran yang tepat pula, dimana saat ini para operator sibuk bersaing dengan melakukan "perang" tarif. Telkomsel dengan salah satu produk prabayarnya kartu simpati ikut meramaikan persaingan ini dan berusaha tetap mempertahankan pangsa pasarnya yang paling besar saat ini.Dalam menentukan strategi pemasaran, suatu perusahaan harus mengetahui tahapan suatu produk dalam daur hidup produk dengan tujuan agar perusahaan dapat mengambil kebijakan terhadap produk, dalam hal ini produk kartu simpati pada Telkomsel, dalam setiap tahapan. Pada penelitian ini, digunakan strategi pemasaran berdasarkan daur hidup produk yang dikembangkan dengan bauran pemasaran (product, price, place, and promotion).Penelitian ini menggunakan pendekatan kuantitatif bersifat deskriptif analitis. Teknik pengumpulan data dilakukan dengan cara melakukan wawancara dengan divisi-divisi yang terkait dengan pemasaran kartu simpati, product knowledge kartu simpati, website, brosur, dan sebagainya. Tujuan penelitian ini untuk mengetahui tahapan kartu simpati pada daur hidup produk, mengetahui strategi-strategi pemasaran yang telah dijalankan dan mengetahui alternatif strategi pemasaran berdasarkan daur hidup produk kartu simpati.Setelah dilakukan perhitungan menggunakan Metode Polli and Cook, kartu simpati berada pada tahap pertumbuhan. PT. Telkomsel menetapkan strategistrategi pemasaran yang tepat dalam memasarkan kartu simpatinya pada tahap pertumbuhan dan kondisi pasar saat ini.

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Nowadays the emulation between the existing cellular telephone operators increasingly stringency, good of telephone operator that operating on Global System for Mobile ( GSM) network and also operator that operating on Code Division Multiple Access ( CDMA) network. The operators always competes fights over market share. Marketing is inseparable process from company, likewise with telecommunications business. Relates to this thing, each telephone operator seluler must determine correct strategy as effort to fulfills desire, requirement of his consumer and then it can obtain big market share. Applying of correct marketing strategy is aiming that company can stay in tightening it the existing emulation. PT. Telkomsel as telephone operator seluler in Indonesia need to specify correct marketing strategy also, where the existing operators busy to vied with doing price war. Telkomsel with one of his prepaid products, simpati card still enliven this emulation and tries remain to maintains his existing biggest market share.In determining marketing strategy, a company must know step of a product in product life cycle with a purpose to that company can take policy to product in every step, in this case is simpati card product at Telkomsel,. At this research, applied marketing strategy based on product life cycle developed with marketing mix ( product, price, place, and promotion).This research applies quantitative approach had the character of descriptive analyticalness. Data collecting technique is done by the way of doing depth interview with division related to marketing of simpati card, product knowledge simpati card, website, brochure, another literature, etcetera. The purposes of this research are to know simpati card step at product life cycle, marketing strategys which has been implemented and alternative of marketing strategy based on simpati card product life cycle. After done calculation using Polli and Cook Method, simpati card stays at growth stage. PT. Telkomsel specifies correct marketing strategys in marketing his simpati card at growth stage and condition of the existing market."

"Skripsi ini membahas tentang Iklan di Internet, terutama tentang bagaimana sikap mahasiswa FISIP UI terhadap iklan yang ada di halaman situs yang sedang diakses. Sikap yang diteliti adalah sikap negatif yaitu penghindaran iklan sebagai bentuk dari perilaku konsumen. Penelitian ini adalah penelitian kuantitatifdeskriptif yang bertujuan untuk mendapatkan gambaran tentang sikap responden terhadap iklan di Internet. Data untuk penelitian ini diperoleh melalui penyebaran kuesioner sebagai instrumen penelitian. Hasil penelitian menunjukkan bahwa sikap penghindaran iklan di Internet di kalangan mahasiswa FISIP UI adalah cukup, diukur dari dua hal yaitu sikap dan perintang tujuan."