CD Tesis

Strategi Pengelolaan Bauran Pemasaran Dodol Buah Ud. Putramandiri Di Desa Buantan Besar Kecamatan Siak Kabupaten Siak

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Managing marketing in the dodol fruit agro-industry business is needed to
increase sales volume and customer loyalty. This s tudy aims to (1) Analyze
alternative consumer decisions in fruit dodol consumption in Siak district. (2)
Analyzing lever variables / attributes in managing the marketing mix of dodol
fruit in Siak Regency. (3) Formulating the marketing strategy of fruit dodol in
Siak Regency.
The selection of respondents in this study was done deliberately (purposive
sampling). Determination of respondents regarding expertise and role in policy
making regarding fruit dodol agroindustry. Data analysis uses Multidimensional
Scaling (Mds), prospective and Analytical Hierarchical Process / AHP analysis.
The results of the analysis showed that the superior fruit dodol products in the
marketing of fruit dodol in Siak Regency were green beans, aloe vera, durian,
pineapple, jackfruit, dragon fruit, sweet pumpkin, banana, mango, red ginger,
sweet potato. Map of the ALSCAL process to display the MDS map from the
above case. Lever variables / attributes in the management of fruit dodol
marketing mix in Siak Regency were obtained the distribution needed to collect in
quadrant I and quadrant III. This type shows that the system is built stable
because it discusses a strong relationship in which the driving variable /
determinant attribute included in the determining variable (driving variable)
consists of; the product is always there, distribution at the stalls of craftsmen,
available at souvenir shops, available everywhere, and promotion through
packaging.
Key words : Determinants; marketing mix management, marketing strategy

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 08. 220 (0002)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Agribisnis., 2020

Deskripsi Fisik

xi, 98 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 08. 220 (0002)

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

FATAH

Versi lain/terkait

Lampiran Berkas

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