CD Skripsi

Analisis Persepsi Konsumen Terhadap Kinerja Bauran Pemasaran (Marketing Mix) Rotte Bakery (Rotte Bakery Duri Sudirman Kecamatan Mandau Kabupaten Bengkalis)

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ABSTRACT
This study aims to describe consumer characteristics and analyze consumer perceptions of performance and analyze the level of importance with the level of performance of Rotte Bakery's marketing mix. This research was conducted at the Rotte Bakery Duri Sudirman bakery in Mandau District, Bengkalis Regency with a survey method in February 2021. The research respondents were 100 people who were determined by purposive sampling, namely consumers who shopped at Rotte Bakery Duri Sudirman. The data analysis method used is a Likert scale to identify consumer perceptions and a Cartesian diagram to identify the level of importance of each attribute and see the priority improvements that must be made by Rotte Bakery Duri Sudirman. The results showed that the average score of consumer perceptions of the level of marketing mix performance was in the good category and the average score for the level of importance of the marketing mix was in the very important category. Cartesian diagram analysis shows consumer evaluations based on the level of importance and the level of performance of the marketing mix. In quadrant I, there is one indicator that must be improved in its performance, in quadrant II there are thirteen very important indicators that must be maintained its performance, in quadrant III there are seven indicators that are considered less important, and quadrant IV there is one indicator that is considered excessive for consumers but is very satisfying. The Rotte Bakery Duri Sudirman must be able to improve the existing marketing mix in quadrants I, III, and IV in accordance with consumer expectations which have been analyzed using a Cartesian diagram so that consumers continue to shop and do not switch to other similar brand products.
Keywords: Consumer perception, marketing mix, Rotte Bakery Duri Sudirman

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1706111134

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnsis., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1706111134

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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