EVALUASI KONSUMEN TERHADAP ATRIBUT PRODUK BAURAN PEMASARAN JAMUR TIRAM PUSAT BUDIDAYA JAMUR RIAU (PUSDAMURI)
Abstract: The purpose of this
study was to identify and analyze attributes of oyster mushroom product. And to
analyze the importance and performance
of mix product attribute of oyster mushroom marketing. The experiment was
conducted in Business Center Unit of Riau Mushroom Cultivation (Unit Usaha
Pusat Budidaya Jamur Riau (Pusdamuri). Questionnaires were conducted in a place
that became the location Pusdamuri oyster mushrooms marketing. The method that
used to determine the respondents
is non-probability sampling. Then
continued with convenience sampling. The
result showed that the results of Importance of Performance Analisys there are
three attributes in Quadrant I (top priority). The attribute is the price,
packaging design and availability. In Quadrant II, (feat maintain) there are
six attributes, first taste, second nutritional value, benefit, color,
location, and last advertising and
promotion. Attributes that are in Quadrant III (low priority) are the shelf
life, the content (volume) of packaging and packaging labels. In Quadrant IV
(redundant) there are two attributes, namely size and customer service. Based
on Customer Statisfaction Index (CSI), CSI is known that the value of 70.67% in
the range of 66% - 80.99% which means that the respondent has satisfied the
performance conducted by Pusdamuri (Centre for Mushroom Cultivation Riau).
Consumers activities in purchase of oyster mushrooms can be used as input for
producers and retailers to adjust to the demand (conformance to requirment).
Keywords: product attributes,
Importance Performance Analisys,CSI
Penulis: Novrianto, Fajar Restuhadi,
Eliza
Kode Jurnal: jppertaniandd150600
