NILAI TAMBAH, BAURAN PEMASARAN (MARKETING MIX) DAN PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK ROTAN (KURSI TERAS TANGGOK DAN KURSI TERAS PENGKI) DI KOTA BANDAR LAMPUNG

Abstract: This research aims to determine: (1) procurement of raw material, (2) value added of rattan product patio seat tanggok and patio seat pengki, (3) the effect of marketing mix and consumer behavior in purchase decision rattan product. This research was conducted in Bandar Lampung City as location of rattan agro-industry.  The numbers of manufactures respondent were 10 people.  The numbers of consumer respondent were 60 people that consist of 33 people who made a purchased rattan product and 27 people who did not make a purchased rattan product.  The data analysis method used were descriptive analysis, Hayami method analysis, and regression logistic analysis.  The result showed that: (1) procurement of raw material at rattan agro-industry in Bandar Lampung City already qualified as five element were proper of quantity, proper of quality, proper of time, proper of cost, and proper of organization, (2) ) value added of patio seat tanggok was Rp18.054,32 and value added of patio seat pengki was Rp16.613,02, (3) consumer perception of product, consumer perception of promotion, psychological factor, cultural factor, income, and gender had positive effect while consumer perception of distribution had negative effect on consumer decision to purchased rattan product in Bandar Lampung City.
Key words: consumer behavior, marketing mix, rattan product
Penulis: Intan Thahara Putri, Ali Ibrahim Hasyim, Dyah Aring Hepiana Lestari
Kode Jurnal: jppertaniandd160335

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