ANALISIS POSISI PASAR TERASI ZU-PER TERHADAP PRODUK PESAING DI KUALA PEMBUANG KABUPATEN SERUYAN
Abstrak: The purpose of this
study was to analyze the characteristics of consumer shrimp paste and analyze
the position of Zu-Per shrimp paste against competitors in Kuala Pembuang city.
This study uses 65 respondents with an accidental sampling. Variable in this
study is veriabel respondent characteristics and attributes (size, packaging,
taste, purity, aroma, color, and price). respondent characteristic data were
analyzed using descriptive analysis, while Zu-Per shrimp paste position against
competitors analyzed using correspondence analysis (CA). Characteristics of
respondents shrimp paste in Kuala
Pembuang city of the age of majority is included in the cycle of life of older
adults and middle age, the rate of primary and secondary education, it does not
work (housewives) with an average predominant number of dependents as much as
2-4 person. Based on consumer perception Zu-Per paste has the advantage on the
attributes of taste, purity, and color but have weaknesses on the attributes of
size, packaging, flavoring, and price than the competitor's product paste.
Penulis: Rokhman Permadi
Kode Jurnal: jppertaniandd160273
