PENGARUH BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN BUAH LOKAL DI SUPERMARKET DIAMOND KOTA PALEMBANG

MIRANDA, JESSIKA HERMARANI and Mulyana, Andy (2022) PENGARUH BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN BUAH LOKAL DI SUPERMARKET DIAMOND KOTA PALEMBANG. Undergraduate thesis, Universitas Sriwijaya.

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Abstract

Indonesia is an agriculture country withh a diversity of genetic sources of fruits growing in various areas. This diversity presents a positive economic factor, particularly in marketing. In today’s globalization, marketing programs can introduce products and services, encourage consumers to give, and even create a personal preference or the image of a product that can compete with specific companies. Thus, the purpose of the study is to describe the process of decision making in the purchasing of local fruits by the consumer at the Palembang’s Diamond Market, to review the marketing strategies for the sale of local fruit in Palembang’s Diamond Market, and the analyze the impact of marketing by the management of the local municipal diamond in the sale of local fruit to the volume of local fruit. The methods are used by direct surveys, interviews, and questionnaires. Samples were taken at random by 50 people, 35 consumers, and 15 staff members, including the manager of the diamond supermarket. Data is collected for two weeks and carried out in January – February 2022. Data obtained through SPSS processing and testing. Data is analyzed by testing the classic assumption of normality tests, multiplying tests, and generosity tests. The results of the testing of classical pruchases for the consumer at the Palembang’s Diamond Market is influenced by the state of the need for introduction, the level of peer-conditioning interests, and the search for information related to fruit attributes. The marketplace market strategy is now adopting p (product, price, promotion, and place). In addiyion, the four variables significantly affect the marketing needs of the city’s largest diamond management in selling local fruit to volume sales.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran Pemasaran, Buah Lokal, Supermarket Diamond, Volume Penjualan
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Jessika Hermarani Miranda
Date Deposited:	25 Jul 2022 05:32
Last Modified:	25 Jul 2022 05:32
URI:	http://repository.unsri.ac.id/id/eprint/74450

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