CD Skripsi
Analisis Persepsi Konsumen Terhadap Pemasaran Konvensional Produk Viera Oleh-Oleh Pekanbaru
This study aims to determine the business profile, analyze consumer perceptions of the 4P marketing mix (product, price, place, promotion) Viera Oleh-Oleh Pekanbaru. Sampling using purposive sampling method. The number of respondents used was 60 respondents. Data were analyzed using descriptive qualitative, descriptive quantitative, Bayes method, importance performance analysis (IPA), and GAP analysis. The results showed that consumer perceptions of the marketing mix of Viera Oleh-Oleh Pekanbaru obtained showed that most of the marketing mix indicators were considered good and very good by consumers. The indicators that are considered the best from consumer perceptions of each variable are product quality, price compatibility with product quality, access, and word of mouth.. The results of the assessment of the level of perceptions and the level of consumer expectations of the marketing mix of Viera Oleh-Oleh Pekanbaru through the IPA Cartesian diagram analysis and GAP analysis show that the indicators of product price affordability, parking lots and sales promotions require more intense attention in improvement efforts.
Keywords: consumer perception, marketing mix, consumer, IPA Cartesian diagram, GAP analysis.
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