CD Skripsi

Analisis Kepuasan Konsumen Terhadap Bauran Pemasaran Agrindustri Keripik Singkong Emak CW Di Kota Pekanbaru

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This research aims to understand consumer characteristics, analyze the level of importance and performance of marketing mix attributes, and assess consumer satisfaction levels with the marketing mix attributes of Emak CW cassava chips in the city of Pekanbaru. The sampling was done using the accidental sampling method. Data were analyzed using descriptive analysis, Importance Performance Analysis, and Customer Satisfaction Index. The research results indicate that the highest to lowest level of importance for marketing mix variables, in sequence, are people, place, price, promotion, physical evidence, product, and process. Meanwhile, in terms of performance, the sequence is people, process, physical evidence, product, place, promotion, and price. Based on the Cartesian diagram analysis, the attributes that need improvement priority are affordable price, competitive price, business name signage, free testers, and visibility because consumers consider these attributes important but with low performance. Overall, consumers are already satisfied with the performance of the marketing mix attributes.

Keywords: Consumer Satisfaction, Marketing Mix, Consumer, Cassava Chips

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1906113309

Penerbit

Pekanbaru : Universitas Riau - F. Pertanian - Agribisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1906113309

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

Vina

Versi lain/terkait

Lampiran Berkas

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