CD Skripsi

Analisis Persepsi Konsumen Terhadap Bauran Pemasaran (Marketing Mix) Rotte Bakery Soebrantas Kecamatan Tampan Pekanbaru

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This study aims to determine the characteristics of Rotte Bakery Soebrantas consumers, analyze consumer perceptions of the marketing mix performance of Rotte Bakery Soebrantas, analyze consumer perceptions of the importance of Rotte Bakery Soebrantas marketing mix, and analyze Rotte Bakery Soebrantas marketing mix variables based on the level of performance and importance. This study uses a purposive sampling method with 100 respondents aged > 17 years and shopping at least 2 times a month. Data were analyzed using a Likert scale, validity test, reliability test and Cartesian diagram. The results showed that the majority of Rotte Bakery Soebrantas consumers were women with ages between 17-27 years and the most recent education was the majority of high schools / vocational high schools and dominantly worked as students with monthly expenses ranging from 1-1.5 million. The average score of consumers 'perception of the performance of the marketing mix is in the good category and the average score of consumers' perceptions of the level of importance of the marketing mix is in the very important category. Cartesian diagram analysis shows consumer evaluations based on the level of importance and performance of the marketing mix. In quadrant I there are six indicators that must be improved performance, quadrant II there are eight indicators that are very important and must be maintained performance, quadrant III there are four indicators that are considered less important, and quadrant IV there are three indicators that are considered excessive for consumers but very satisfying. Rotte Bakery Soebrantas should be able to improve the marketing mix in quadrants I, III, and IV in accordance with consumer expectations that have been analyzed using the Katesius diagram so that consumers will continue to shop and not switch to other similar brand products.
Keywords: consumer perception, marketing mix, Soebrantas Rotte Bakery

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

06 02. 120 (0011)

Penerbit

Pekanbaru : Universitas Riau – FakultasPertanian -Agribisnsi., 2020

Deskripsi Fisik

xiii, 155 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

NONE

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

wira

Versi lain/terkait

Lampiran Berkas

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