ANALISIS TINGKAT KEUNTUNGAN DAN RESPON KONSUMEN TERHADAP APLIKASI STRATEGI BAURAN PEMASARAN USAHA KERIPIK UBI JALAR DI KOTA CURUP PROVINSI BENGKULU

RISANTO, OCTA and Hakim, Maryati Mustofa and Alamsyah, Idham (2008) ANALISIS TINGKAT KEUNTUNGAN DAN RESPON KONSUMEN TERHADAP APLIKASI STRATEGI BAURAN PEMASARAN USAHA KERIPIK UBI JALAR DI KOTA CURUP PROVINSI BENGKULU. Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this research are 1) to know the profit level of “Tutamana” and “Sari Gizi” sweet potato chips business 2) to analyze consumer responds to application of marketing mix strategy by sweet potato chips business at different market 3) to know internal factors that influence consumer decisions in choosing product at “Tutamana” and “Sari Gizi” sweet potato chips business. The research was conducted on Deeember 2007 to March 2008. The method of this research was case study. Primary and secondary data was collected for this research. The primary data was collected by direct interviewing the owner and questions to consumer of “Tutamana” and “Sari Gizi” sweet potato chips business. While the secondary data was collected literatures and from the Office of Statistic Curup. The analyses show that the “Tutamana” received Rp5.771.069,44 per month income with B/C 0,93. “Sari Gizi” received Rp1.683.291,67 per month income with B/C 0,39. Consumer responds at ‘Tutamana” and “Sari Gizi” at application of marketing mix strategy on price, taste, package and place aspects were not different on one another. Consumer at “Tutamana” business mostly employee, life outside Curup, men consumer, consumer with high education, consumer with age 18-31 years old and consumer with a lot of family members. Consumer at “Sari Gizi” business mostly employee, life in Curup, women consumer, consumer with high education, consumer with age 32-45 years old and consumer with a lot of family members.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Respon Konsumen, Keripik Ubi Jalar
Subjects:	S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Ichlasyah Aisyah
Date Deposited:	13 Feb 2024 06:38
Last Modified:	13 Feb 2024 06:38
URI:	http://repository.unsri.ac.id/id/eprint/140793

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