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Analisis Sikap Konsumen Terhadap Produk Makanan Marugame Udon Di Kota Pekanbaru

This study aims to analyze the determinants of consumer attitudes in consuming Marugame Udon food. Knowing the implications for the marketing development of Marugame Udon. Marugame Udon is a modern retail business that is relatively new to entering the Indonesian market, especially the city of Pekanbaru, so it needs to do a good strategy to maintain its business. The right strategy for a modern retail restaurant is through understanding market-oriented marketing that requires a good understanding of consumer attitudes. This research uses accidental sampling method with 45 respondents and purposive sampling for experts or key people as many as 5 respondents. Data were analyzed using prospective analysis. The results showed that the attributes of determining consumer attitudes in consuming Marugame Udon food are based on the quadrant I Prospective analysis consisting of promotional, service, location, room, and price attributes that have a strong influence on consumer attitudes and have a low dependency between attributes. Implications of marketing development are based on quadrant III consisting of halal and taste label attributes which have a low influence on consumer attitudes and high dependency between attributes so that they become output in the system, this serves as a material consideration for producers what needs to be improved and addressed to Marugame Udon marketing development.
Keywords: Consumer Attitude, Marugame Udon, Prospective Analysis

Ketersediaan
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Perpustakaan Universitas Riau 06 02. 120 (0002)
06 02. 120 (0002)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
06 02. 120 (0002)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Pertanian – Agribisnis.,
Deskripsi Fisik
xiii, 64 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
06 02. 120 (0002)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
AGRIBISNIS
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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