CD Tesis

Analisis Sikap Konsumen Produk Kerajinan Rotan Dan Produk Subsitusi Di Kota Pekanbaru

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This study aims to hide consumer perceptions of the attributes of rattan
handicraft products, analyze the attitude factors that determine consumers in buying
rattan handicraft products and analyze the marketing development of rattan handicraft
products in Pekanbaru City.
This study used a survey method using a prepared questionnaire. The research
was conducted on 100 respondents who had been selected by purposive sampling
technique. The product attribute that will become the object is rattan handicraft
products which have substitute products (synthetic) of the same type on the market.
Five types of rattan handicraft products will be examined, namely serving caps,
baskets, box cabinets, chairs and flower pots. Meanwhile, five types of substitute
(synthetic) products will be examined, namely plastic serving lids, plastic baskets,
plastic box cabinets, plastic chairs and plastic flower pots.
The results showed that the first choice of product based on consumer
perceptions was a rattan chair, then a rattan flower pot, and the last choice was a
rattan basket. Attributes determining consumer attitudes towards rattan handicraft
products in Pekanbaru City are based on Quadrant I, which indicates that rattan
consumers believe that affordable price attributes, and product features are the most
influential attributes on consumer purchases of rattan handicraft products. The
implications for developing the marketing of rattan handicraft products based on
consumer evaluations, rattan products are considered special with appropriate prices,
the implication is that business actors need to make products that have a different
design from their competitors but still fulfill the functions needed by their consumers,
such as dining chairs so that they look more varied. from time to time you can match
chairs with tables made of other materials or modern design tables made of iron and
then add soft cushions to the seat of the chair to make it feel more comfortable.
Keywords: Consumer perception, rattan handicrafts, consumer attitudes

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1910246962

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Agribisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1910246962

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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