ANALISIS ATRIBUT BAURAN PEMASARAN YANG MEMPENGARUHI KEPUASAN KONSUMEN PISANG GORENG KIPAS KUANTAN-II DI KOTA PEKANBARU
Abstract: The purpose of this
research is to knowing consumer interest level and attribute performance of
marketing by using Importance-Performance Analysis (IPA) and to knowing
consumer tendency base on consumer interest level and attribute performance of
Pisang Goreng Kipas Kuantan-II. The data have been collected by share the
question paper to the consumer in Pisang Goreng Kipas Kuantan-II market. Sample
method in this research using convenience sampling, which do the sampling base
on consumer permission to become participate. This research using a simple
descriptive tabulation frequency analyse, Importance-Performance Analysis (IPA)
and Multiatribute Fishbein method. The attribute which has interest level on
average value that is package, taste, shop nametag, comfortable, mark, scent,
nutrient contain, park area, and product availability with consumer interest
value 5,65. The attribute which has performance attribute on average that is
taste, mark, package, shop nametag, stoco limit, price, mature level around
5,53. The attribute which need to maintan base on Importance-Performance
Analysis (IPA) is in Kuadran II that is taste , scent, package, mark, shop
nametag, but the attribute which need to repair is in Kuadran I that is product
availability, nutrient contain, park area, and comfortable. Consumer respon
which analyse by using Fishbein attribute 562,29 which place on between scale
good and very good.
Kata kunci: Consumer interest level, Performance,
Diffusivity marketing, Pisang Goreng Kipas Kuantan-II
Penulis: Syafrini Rizki
Rahmah, Fajar Restuhadi, Shorea Khaswarina
Kode Jurnal: jppertaniandd150517