CD Skripsi

Analisis Persepsi Konsumen Terhadap Bauran Pemasaran Produk Cake Pinang Paleo Kota Tanjung Pinang

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ABSTRACT
This research aims to determine consumer characteristics, analyze the decisionmaking
process in purchasing, determine consumer perceptions of importance and
performance of the marketing mix attributes, and determine consumer satisfaction
with the marketing mix of cake products by Pinang Paleo. The research sampling
technique was done by purposive sampling methods. Data were analyzed using
descriptive methods, Importance Performance Analysis, and Customer Satisfaction
Index. The results showed the consumer characteristics of cake products by Pinang
Paleo based on gender were dominated by women, the largest age group 26-35
years, last education in college, with job as civil servant, and average monthly
income above Rp6,000,000. The purpose of buying cake products by Pinang Paleo
is as a souvenir, because it’s typical representative of Tanjungpinang City. Most
consumers seek for information first about cake products by Pinang Paleo before
buying, and decided to buy the cake products because they had bought these
products before. The attribute that must be improved are the promotion attribute
through social media. The attributes that must be maintained are product taste,
product appearance, public transportation, visibility, parking facilities, business
location, clean place, delivery service provision, product durability, affordable
prices, prices according to product quality, competitive prices, word of mouth
promotion, product colors, product packaging, and product sales services.
Consumers satisfaction are categorized as satisfied.
Keywords: consumer perception, marketing mix, consumer, cake.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

06 02. 121 (0054)

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian - Agribisnis., 2021

Deskripsi Fisik

ix, 232 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

06 02. 121 (0054)

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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