Strategi Pengembangan Pemasaran Produk untuk Meningkatkan Minat Beli Konsumen pada UMKM Roti Bakar di Kartasura (Studi Kasus: UMKM Roti Bakar di Kartasura)

Wijayanti, Nabila Zulfa and , Dr. Ir. Suranto, ST, MM, M.Si (2020) Strategi Pengembangan Pemasaran Produk untuk Meningkatkan Minat Beli Konsumen pada UMKM Roti Bakar di Kartasura (Studi Kasus: UMKM Roti Bakar di Kartasura). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

At present there are a lot of MSME Roti Bakar, one of this is the Kartasura area where there are many business people who develop their businesses in the culinary field, especially toast. Consumer preference is important to do in knowing the performance attributes that have been offered, because it can be used as a reference in developing toast products, so as to produce a product that is in accordance with what consumers need. The purpose of this research is to find out the value of the use of each level or attribute level and also to identify the attributes that are the consumer's preference for the purchase of toast products in Kartasura. The methods used in data collection are interviews, questionnaires and documentation. Conjoin analysis is a useful method for analyzing consumer preferences about a product and also the condition requirements that make up the attributes of the product. The results of the conjoint method in this study found that the stimuli of the most desirable respondents were toast with stuffing meat, vegetables and eggs, medium size (18x8x8) cm at a price of Rp.13,000, - using cardboard boxes, sales promotions through social media, price promos with discounts and sales locations are located in residential neighborhoods such as residential or student boarding. While the attributes that are considered important by respondents from the highest to lowest values are product innovation attributes of 32.384%, size attributes of 25.63%, sales promotions of 12.606%, promo prices of 10.095%, packaging of 9.984% and locations of 9.304% . In addition, the authors also want to identify any factors that influence consumers' buying interest to buy toast in the Kartasura area by using a factor analysis method whose variables are drawn based on the 4P marketing mix aspect. Through factor analysis obtained 4 factors with a cumulative total of 55.49% these factors are promotion factors, product factors, packaging factors, and personal selling factors. From these factors it can be concluded that the marketing mix influences the buying interest of consumers at MSME toast in Kartasura.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Conjoin Analysis, Toast, Utilities Value, Importance Value, Consumer Preferences, Factor Analysis, Marketing Mix.
Subjects:	H Social Sciences > HA Statistics Q Science > Q Science (General)
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	NABILA ZULFA WIJAYANTI
Date Deposited:	11 Aug 2020 02:08
Last Modified:	11 Aug 2020 02:08
URI:	http://eprints.ums.ac.id/id/eprint/84483

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