UPAYA PENINGKATAN STRATEGI MARKETING MIX PANGAN BERBASIS BAHAN LOKAL MELALUI ANALISIS SIKAP KONSUMEN DENGAN MODEL FISHBEIN DI SURABAYA
Abstract: This research aims
to setting a contribution a thought of an exertion that should be implemented
in marketing mix strategy to local material food which is discovered through an
empirical research toward consumer attitude analysis by Fishbein model. The
method of the research is survey, namely
research which is taking population sample and setting question as an
instrument of collecting the main data. The result of the research shows that:
(1) by Fishbein model analysis, consumers in Surabaya appear simultaneous
attitudes to the local material food that are not-agree with or not trust in package,
quality, and taste to local material food especially in market Surabaya. (2)
Partially consumer attitude to local material food in Surabaya by Fishbein
analysis shows varies character, namely neutral, quite disagree, and disagree.
(3) The efforts of marketing mix strategy of local material food in Surabaya
are product strategy, price strategy, distribution strategy, and promotion
strategy. Critics of this research are (1) it is necessary to set up an
advanced research based on the result of the research, for example, trying to
set up a research of subject more
specific. (2) It is necessary to recite the research in respect to other
sciences, for example, how to follow up the discovered statement that an
additional foodstuff must be in fair condition.
Keywords: consumer attitude,
marketing mix strategy
Penulis: Christina Esti
Susanti
Kode Jurnal: jpmanajemendd080014
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