Analisis Faktor-Faktor Pemasaran pada Produk Keripik Maicih di Wilayah Jabodetabek
DOI:
https://doi.org/10.36451/jisip.v14i1.572Keywords:
Marketing Factors, Purchasing Behaviour, Taste ChangingAbstract
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.References
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