ANALISIS FAKTOR KONFIRMATORI BAURAN PEMASARAN UNTUK PENCIPTAAN BRAND IMAGE PISANG MAS KIRANA (MUSA ACUMINATE) KABUPATEN LUMAJANG
ABSTRACT: Economic
developments in Lumajang still based on agriculture sector. One of the major
agricultural commodities in Lumajang with patented flagship product is the
“Pisang Mas Kirana”. Characteristics of “Pisang Mas Kirana” is no different
than other agricultural commodities, which is easily broken and consumed in a
fresh state, so it needs special treatment in post-harvest handling and the
right strategy for the marketing of “Pisang Mas Kirana” to be effective and
efficient. One marketing strategy that is widely used is to analyze the
marketing mix “Pisang Mas Kirana”. The purpose of this study was to determine
the relationship of each indicator with the marketing mix variables that
influence and contribute to the creation of the brand image of “Pisang Mas
Kirana”, with the maximum likelihood estimation (MLE) method to estimate the
model parameters. The analysis technique used in this study is a confirmatory
factor analysis. The results showed that the perception of respondents study to the marketing mix and brand image
“Pisang Mas Kirana” were good. Most powerful indicator as a measuring product
variable was the color, while the weakest was the packaging. Most powerful
indicator as a measure of price variables were price variations, while the
weakest was the price of “Pisang Mas Kirana”. Most powerful indicator variable
as a measure of the distribution channel was location, while the weakest was
transportation. Most powerful indicator as a measure of promotion variable was
the media of the promotion, while the weakest was clear information. Most
powerful indicator variable as a measure of brand image was the image of the
consumer, while the weakest were the image makers.
Kata kunci: Analisis Faktor Konfirmatori, Bauran Pemasaran, Brand Image,
Pisang Mas Kirana
Penulis: Bagus Putu Yudhia
Kurniawan
Kode Jurnal: jpmanajemendd161228
