ANALISIS PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN BERAS KOMERSIL PERUM BULOG KOTA PALEMBANG

WULANDARI, OKTA VIONA and Thirtawati, Thirtawati (2024) ANALISIS PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN BERAS KOMERSIL PERUM BULOG KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Rice is a food commodity that has an important role for various parties, including producers, consumers, government and society. Perum BULOG is a state-owned company that operates in the field of food security. The objectives of this research were (1) Identifying the marketing mix strategy for commercial rice carried out by Perum BULOG in Palembang City (2) Analyzing consumer perceptions of the marketing mix strategy for commercial rice carried out by Perum BULOG in Palembang City (3) Analyzing The influence of product, price, promotion and place factors on increasing the volume of commercial rice sales of Perum BULOG in Palembang City. The research was conducted at Perum BULOG, South Sumatra and Babel Regional Division. Data collection was carried out in November 2023. The method used was a non-probability sampling method. The data collected in this research is primary and secondary data. The results of this research show that the marketing mix strategy carried out by Perum BULOG Palembang City implements the 4Ps, namely product, promotion, price and place. Consumer perceptions of the marketing mix strategy for commercial rice carried out by Perum BULOG Palembang City with product, promotion, price and place variables getting a score with an average of 3.27 in the very good category, product, price, promotion and place factors have a significant and positive effect on increasing the volume of Perum BULOG commercial rice sales.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	bauran pemasaran, beras komersil, persepsi konsumen
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Okta Viona Wulandari
Date Deposited:	26 Jan 2024 00:43
Last Modified:	26 Jan 2024 00:43
URI:	http://repository.unsri.ac.id/id/eprint/139838

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