Analisis Perilaku Konsumen Terhadap Pembelian Belimbing Dewa di Kota Depok.

Abstract

Indonesia as an agricultural country having diverse types of agricultural commodities. Diversity is an asset that has the potential to be developed, one of the subsectors that have potential is horticultural subsector. Based on data from the production of fruit crops in Indonesia from 2008 until 2012, we can be seen that in general the amount of fruit production has increased. For commodity starfruits, the total production in 2008 was 72,397 tons and increasing up to 130,762 tons in 2012. Increasing in total production of these starfruits showed that the starfruits is a potential fruit crop to be developed. Depok City in West Java is one of the Dewa starfruit production center, because of that need the survey for knowing about the consumers satisfaction towards of the Dewa starfruit purchasing and its implication to marketing mix strategy. This study is aimed to review and analyzing consumers satisfaction towards of the Dewa starfruit purchasing in Depok City. The survey was conduct to 60 respondents of Dewa starfruit consumers in Depok region. The analysis tools are descriptive analysis, importance performance analysis, and Customers Satisfaction Index (CSI). The result of this analysis indicate that the respondents to influence of many factor in purchasing process of the Dewa starfruit that are the culture, family member, situation and purchasing time, revenue, knowledge about the Dewa starfruit, life style, and information media. The marketing mix strategy that should be done to increase competitive advantages and market share of Dewa starfruit, as well as recommended the marketing mix strategy are to create inovations from Dewa starfruit commodity, still preserve the Dewa starfruit price, to develop distribution channel in Indonesia and other country,and give the discount price for Dewa starfruit consumers.