STRATEGI PEMASARAN BERDASARKAN PERILAKU PEMBELIAN KERIPIK PISANG DI KOTA METRO
Abstract: The objectives of
this research are to analyze dominant factors on the consumer’s buying decision
of banana chips and formulate a marketing strategy based on consumer behavior
and marketing mix. The research was conducted by a survey method in Sub-district
of East Metro of Metro City. This location was chosen on purpose by considerate
that place are crowded which is well
known as the central area of the banana chips in Metro. There were 100 respondents of both men and
women that met the inclusion samples’ criteria, such as having at least an
experience in buying banana chips. The
results showed that there were three dominant component factors that influenced
purchasing decisions of banana chips: the first principal component factor was
named as performance (live style) and price product, the second major
components was named the shape, and the third major components was named
flavour variations of banana chips. Marketing strategy banana chips are
utilizing the product prices to improve the image of product for consumers,
improving skills and technology, expand the marketing of products to potential
region and have never reached a competitor, utilizing local specialty food
products as to obtain a large market opportunity and increase the carrying
capacity of low funds by utilizing the carrying capacity of the goverment.
Penulis: Ine Indriastuti,
Muhammad Irfan Affandi, Yaktiworo Indriani
Kode Jurnal: jppertaniandd150917