PERSEPSI KONSUMEN TERHADAP BAURAN PEMASARAN BERAS PREMIUM PADA MASA PANDEMI COVID-19 DI PASAR MODERN KOTA PALEMBANG

RULIA, RINA and Aryani, Desi and Malini, Henny (2021) PERSEPSI KONSUMEN TERHADAP BAURAN PEMASARAN BERAS PREMIUM PADA MASA PANDEMI COVID-19 DI PASAR MODERN KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Consumer perception is how consumers select, organize and interpret information to describe something. The relationship between the marketing mix and consumer perceptions can be seen from the good or bad perceptions of consumers towards the product. The objectives of this research are;(1) Describe the consumer decision-making process in purchasing premium rice in the modern market of Palembang City, (2) Describe the premium rice marketing mix strategy before the pandemic and during the Covid-19 pandemic in the modern market of Palembang City, (3) Describe consumer perceptions of the premium rice marketing mix during the Covid-19 pandemic in the modern market of Palembang City. The method used is a survey method using an online questionnaire. The research was conducted on 6-11 December 2020 with 50 respondents. The data processing method uses a Likert scale. The results showed that the process of purchasing decision-making in the need recognition stage was the main motivation to buy because of the nutritional content and filling, the importance of consuming rice during the Covid-19 pandemic was very important, the information seeking stage from personal information, the alternative evaluation stage being the main consideration in buying rice are rice attributes, the stage of the purchase decision depending on the situation, and the post-purchase behavior stage the consumer states that he is satisfied. The strategy for the premium rice marketing mix implemented by Diamond and Giant in Palembang City can be said to be good because the company has implemented the marketing mix strategy. The results of the analysis of consumer perceptions of the premium rice marketing mix indicate that consumer perceptions are classified as very good.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran pemasaran, beras premium, pasar modern, persepsi konsumen
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:	Users 11039 not found.
Date Deposited:	18 Mar 2021 04:20
Last Modified:	18 Mar 2021 04:20
URI:	http://repository.unsri.ac.id/id/eprint/43886

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