Analisis Bauran Pemasaran dan Perilaku Konsumen terhadap Keputusan Pembelian Pakan Ayam Petelur Selfmix (Studi Kasus pada Peternak di Kabupaten Blitar)

Suliana, Gatut (2012) Analisis Bauran Pemasaran dan Perilaku Konsumen terhadap Keputusan Pembelian Pakan Ayam Petelur Selfmix (Studi Kasus pada Peternak di Kabupaten Blitar). Magister thesis, Universitas Brawijaya.

Abstract

Kabupaten Blitar merupakan pusat peternakan ayam di Jawa Timur dengan populasi ayam petelur sekitar 15 juta ekor, dimana merupakan lebih dari 10% populasi ayam ras petelur secara nasional. Saat ini sekitar 40% kebutuhan pakan ayam petelur di Kabupaten Blitar telah berpindah dari pakan buatan pabrik ke pakan selfmix . Mudahnya akses bahan baku, informasi, formulasi pakan, teknologi pengolahan pakan, dan perbedaan harga pakan yang tinggi dianggap sebagai hal yang dapat memicu pindahnya penggunaan pakan buatan pabrik ke pakan selfmix . Keputusan untuk membeli pakan bagi peternak dipengaruhi oleh beberapa faktor, baik itu bersifat internal maupun eksternal. Faktor internal konsumen (karakter konsumen) yang berpengaruh dalam melakukan pembelian yaitu faktor budaya, sosial, pribadi, dan psikologis. Tujuan penelitian ini untuk mengetahui faktor strategi bauran pemasaran (produk, harga, distribusi promosi) dan perilaku konsumen (budaya, sosial, pribadi, psikologis) yang mempengaruhi keputusan pembelian pakan selfmix . Penelitian dilakukan dengan melakukan interview pada 200 peternak selfmix yang dipilih berdasarkan quota random sampling . Data yang diperoleh dianalisis dengan metode Regresi Linier Berganda dan Analisis Faktor. Hasil analisis diperoleh bahwa strategi bauran pemasaran (produk, harga, distribusi, promosi) dan perilaku konsumen (budaya, sosial, pribadi, psikologis) secara simultan berpengaruh terhadap keputusan pembelian. Namun demikian secara parsial variabel produk, harga, distribusi, promosi, budaya dan sosial berpengaruh nyata sedang variabel pribadi dan psikologis tidak berpengaruh nyata. Hasil analisis faktor diperoleh dari 8 faktor (29 variabel) penelitian dapat diringkas menjadi 3 faktor dengan 23 variabel dapat diperhitungkan dan 6 variabel tidak dapat diperhitungkan (loading 0.5).

English Abstract

Blitar district is center of a layer farm in East Java with a population of about 15 million laying hens tail, which is more than 10% of population nationally laying chicken. Currently about 40% of feed of laying hens in Blitar has moved from factory feed to selfmix feed. Easy access to raw materials, information, feed formulation, feed processing technology, and high feed prices differences are considered as potential triggers emigration to use of artificial feed mill feed selfmix . decision to buy feed for farmers affected by several factors, both internal and external. Kotler and Amstrong (1998) reported that internal factors of consumers (consumer code) are influential in making a purchase that is of cultural, social, personal, and psychological. purpose of this study to investigate factors of marketing mix strategies (product, pricing, distribution, promotion) and customer behavior (cultural, social, personal, psychological) that influence purchasing decisions selfmix feed. study was conducted by interview on 200 farmers selfmix selected by random sampling quota. Data were analyzed by method of Multiple Linear Regression and Factor Analysis. analysis found that strategy of marketing mix (product, pricing, distribution, promotion) and behavior (cultural, social, personal, psychological) simultaneously influence purchasing decision. However, partial, product, pricing, distribution, promotion, cultural and social variables influence is tangible, but personal and psychological variables no significant effect. results obtained from factor analysis of eight factors (29 variables) research can be summarized into three factors with 23 variables can be calculated and 6 variables not significant to calculated.

Item Type: Thesis (Magister)
Identification Number: TES/658.8/SUL/a/041204236
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Teknologi Hasil Pertanian, Fakultas Teknologi Pertanian
Depositing User: Endro Setyobudi
Date Deposited: 21 Nov 2012 10:03
Last Modified: 30 Mar 2022 04:05
URI: http://repository.ub.ac.id/id/eprint/159844
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