KEPUTUSAN KONSUMEN DAGING AYAM RAS DALAM BENTUK KARKAS DAN FILLET BERBASIS DIGITAL MARKETING DAN DELIVERY ORDER
| Main Author: | Iswandi, Iswandi |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/57366/1/NASKAH.pdf http://eprints.umm.ac.id/57366/ |
Daftar Isi:
- Animal protein needs increase every year , people prefer race chicken meat to fulfill animal protein. East Java is a consumer of chicken meat that is quite high, especially the city of Surabaya with various needs of chicken meat in the form of carcasses and fillets. The purpose of this study is to analyze consumer characteristics, the process of purchasing decisions, the level of satisfaction and implications for the marketing mix of the two consumer groups. Data was collected from 20 consumers selected by purposive sampling method . Consumer response includes expectations and performance of chicken meat measured by a Likert scale . Data were analyzed by descriptive method, Mann-Whitney , Importantce Performance Analysis (IPA) and Customer Satisfaction Index (CSI) . The results showed that there were no differences in characteristics in the two groups of consumers of chicken meat. There are differences in consumers in the purchasing decision process. CSI results for carcass consumers 81.92% and fillet consumers 83.21%, these values in the category are very satisfied. The implications of the marketing mix are maintaining quality, product availability, product prices according to quality, distribution of production to the North Surabaya area and providing competitive promotions.