Analisis Bauran Pemasaran Dalam Pembelian Produk Sosis Di Rumah Sosis Batu-Malang

Pratyaksa, Anggi (2016) Analisis Bauran Pemasaran Dalam Pembelian Produk Sosis Di Rumah Sosis Batu-Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Sosis merupakan merupakan produk olahan daging yang sekarang popular di masyarakat, terutama kalangan anak-anak. Pengolahan sosis ini awalnya dikembangkan oleh negara empat musim yang bertujuan untuk mengawetkan, sehingga mereka tidak kekurangan daging selama musim dingin. Industri pengolahan ayam mulai berkembang di Indonesia pada tahun 1976. Sebelum tahun itu, industri pengolahan lebih didominasi olahan dengan bahan baku daging sapi dan babi. Produk olahan dengan bahan baku daging sapi produk utamanya yaitu bakso dan sosis, sedangkan untuk yang berbahan baku daging ayam produk utamanya adalah sosis dan nugget. Bauran pemasaran merupakan seperangkat alat pemasaran yang digunakan perusahan untuk mencapai tujuan pemasaran dalam memenuhi target pasarnya sehingga dapat menimbulkan kepuasan bagi pelanggan. Bauran pemasaran dapat dipakai sebagai dasar untuk menetapkan suatu strategi dalam usaha untuk mendapatkan posisi yang kuat dipasar, sebesar 26,8% dijelaskan oleh variabel lain di luar penelitian yang dilakukan oleh penulis Kesimpulan dari penelitian ini adalah intensitas jumlah pembelian produk sosis yaitu 1 produk dalam frekuensi pembelian tidak tentu yaitu rata-rata 1-2 kali setiap bulan dengan jenis sosis yang paling laku yaitu dragon of rumah sosis. Faktor-faktor yang mempengaruhi keputusan pembelian yaitu indeks 1 yang terdiri dari variabel “media elektronik, personal selling, kesesuaian harga, lokasi dan tempat parkir” dan indeks 2 yang terdiri dari variabel “ukuran, keanekaragaman, warna, dan keterjangkauan harga”. Saran dari peneliti yang pertama yaitu kegiatan promosi melalui media internet ditingkatkan agar semakin banyak yang mengetahui tentang rumah sosis. Saran yang kedua yaitu mutu pelayanan ditingkatkan seperti kebersihan, sarana dan prasarana ditempat tersebut agar konsumen tetap loyal.

English Abstract

Research was conducted at Rumah Sosis Batu Malang. This study was aimed to examine consumer purchasing decision and investigate marketing mix factors that influence on the buying decision toward sausage products in Rumah Sosis. 100 consumers were collected by accidental sampling technique. Data collection was carried out from 18th June – 29th August 2015. Primary data were gathered by survey method use structured questionnaire with interview technique. Data were analyzed by descriptive, factors, and multiple regression. Purchasing decisions sausage products in Rumah Sosis indicated by the intensity of the purchase amount of sausage that is one product in the frequency of purchase is not necessarily that is 1-2 times each month with the most saleble types of sausages that dragon of Rumah Sosis. Factor analysis of the data obtained using the extraction factor produces three new factors that can represent the 11 initial variables of (F1) " Internet media , media suitability personal selling price, location , and the parking lots, (F2) "size, diversity, color, and affordability”, and (F3) "quality and cleanliness / comfort". factors that respondents are decisions affected index 1 consists of variable " electronic media, personal selling, suitability of price, location and parking lots " and the second index consists of variable " size, diversity, color, and affordability "

Item Type: Thesis (Sarjana)
Identification Number: SKR/FPT/2016/776/051700332
Subjects: 600 Technology (Applied sciences) > 636 Animal husbandry
Divisions: Fakultas Peternakan > Peternakan
Depositing User: Sugiantoro
Date Deposited: 23 Feb 2017 10:11
Last Modified: 21 Oct 2021 01:31
URI: http://repository.ub.ac.id/id/eprint/138077
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