BAURAN PEMASARAN PRODUK BARU PELUMAS FOOD GRADE GREASE BERBAHAN DASAR MINYAK SAWIT
ABSTRACT: Grease with food
grade specification is essentially required on food processing production
activities. The purpose of this study is
to develop a new product marketing mix for food grade grease, i.e 1) product
priority, 2) pricing priority, 3) distribution priority and 4) advertising
priority. This Research was conducted in Sub District Purbalingga and Padamara,
Purbalingga regency with respondent SMEs food processing. Analysis of the
determination of marketing mix that includes product, price, advertising and
distribution using the Analytical Hierarchy Process (AHP). Sampling was
purposive random sampling method with a population of 64 SMEs so drawn sample
of 20 respondents. Result of the study showed the marketing mix priority which
were: (1) advertising priority for the new food grade grease product with an
ads that could attract the attention of consumers in order to made the
consumers interested, tried, and bought the new food grade lubricating grease
products. (2) Price priority for the new food grade grease products which was
by determining the moderate prices to compete the competitors' prices while
still maintained a high quality. (3) Product priority for new food grade grease
product which was producing a qualified product which could withstand the wear
of the engine, green colour of the product, a 350 g size packs with a
rectangular shape packaging labels. (4) Distribution priority for the new food
grade grease product which was a short distribution channels through mobile
vendors so that the consumers were able to save costs, and got the product fast
and easily
Penulis: Ali Maksum, Tri Yanto
Kode Jurnal: jppertaniandd160926
