Analisis Faktor-Faktor Pemasaran pada Produk Keripik Maicih di Wilayah Jabodetabek

Renjana Renjana

doi:10.36451/jisip.v14i1.572

Analisis Faktor-Faktor Pemasaran pada Produk Keripik Maicih di Wilayah Jabodetabek

Renjana Renjana

IISIP Jakarta

Indonesia

10.36451/jisip.v14i1.572
Published: 30 June 2017
Page: 1-11

Abstract

Perubahan selera konsumen serta perubahan strategi keripik Maicih menjadi masalah utama. Penu- runan penjualan yang disertai penurunan permintaan konsumen terhadap produk keripik Maicih menjadi indikasi adanya masalah yang terjadi pada PT Maicih Inti Sinergi. Penelitian ini membahas mengenai analisis faktor-faktor pemasaran pada produk keripik Maicih di Wilayah Jabodetabek, yaitu faktor komunikasi, merek, produk, lingkungan konsumsi, kemasan, harga, dan interaksi dengan penjual. Adapun tujuan penelitian ini adalah untuk menganalisis faktor-faktor pemasaran pada produk keripik Maicih di Wilayah Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan model analisis univariat. Data diperoleh melalui penyebaran kuesioner kepada 150 konsumen keripik Maicih di wilayah Jabodetabek dengan cara convenience sampling. Hasil penelitian ini menunjukkan bahwa faktor komunikasi yang paling dominan dalam perilaku pem- belian konsumen terhadap produk keripik Maicih di wilayah Jabodetabek.

Keywords

Marketing Factors
Purchasing Behaviour
Taste Changing

Lisensing Information

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

Renjana, R. (2017). Analisis Faktor-Faktor Pemasaran pada Produk Keripik Maicih di Wilayah Jabodetabek. Jurnal ISIP: Jurnal Ilmu Sosial Dan Ilmu Politik, 14(1), 1–11. https://doi.org/10.36451/jisip.v14i1.572

References

Monroe, K.B., (2003). Pricing : Making Profitable Decisions Third Edition. New York: McGraw-Hill Irwin
Kotler, P., Keller, K.L. (2006). Marketing Management 12e. New Jersey: Pearson Prentice Hall
Ampuero, O., & Vila, N. (2006). Consumer Perceptions Of Product Packaging. Journal Of Consumer Marketing 23/2, 102–114. Emerald Group Publishing Limited.
Bourne, Francis S. (1957), “Group Influence in Marketing and Public Relations,” Some Applications of Behavioral Research, eds.
Duarte, P., & Raposo, M. (2013). Drivers of Snack Food Impulse Buying Behavior Among Young Consumers. Emerald. Vol 115 No.9, 1233-1254.
Glanz, K., Basil, M., Maibach E., Goldberg, J., Snyder, D., (1998). Why Americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption. Journal of The American Dietetic Association.
Gofman, A., Moskowitz, H.R. & Mets, T. (2010). Accelerating Structured Consumer-Driven Package Design. Journal of Consumer Marketing.
Jain, A., (2009). Principles of Marketing. New Delhi : V.K. Enterprises
Jansen, B.J., & Zhang, M., Sobel, K., Chowdury, A. (2009). Twitter Power: Tweet As Electronic Word of Mouth. Journal of The American Society For Information Science and Technology, 60 (11):2169-2188
Madden, T.J., Hewett, K., Roth, M.S. (2000). Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences. Journal of International Marketing. Vol 8 No.4 p 90-107.
Mazman, S. Guzin., Usluel, Y.K., Cevik, V. (2009). Social Influence In Adoption Process and Usage Of Innovation : Gender Differences. International Journal of Behaviour, Cognitive, Educational, and Psychological Sciences 1:4.
Poturak, M. (2014). Influence of Product Packaging on Purchase Decisions. European Journal of Social and Human Sciences, Vol. 3 No. 3, 144-151.
Spillers, F. Emotion As a Cognitive Artifact and The Design Implications of Products That Are Perceived As Pleasureable. Experience Dynamics.
Wansink, B. (2004). Environmental Factors That Increase The Food Intake And Consumption Volume Of Unknowing Consumers. AR REVIEWS IN ADVANCE. 24:455–79.
Wilson, D.T. (1995). An Integrated Model Of Buyer-Seller Relationship. The Pennsylvania State University.