Analisis Sikap Konsumen dan Strategi Pemasaran Madu Pada Perusahaan Mutiara Tugu Ibu Cimanggis dan Cibubur

Abstract

Now, honey has a good prospect. It could be seen that so many variance of honey brand in the market. The aims of this research were: 1) identify the characteristic of honey consumers in MTI factory and to know the scoring of the attitude toward attributes product of MTI factory, 2) to identify internal and external environmental factor which effect marketing product of MTI factory and 3) to formulate alternative marketing strategies for MTI factory. This research was held on November 1 until December 31, 2007. The data consisted of primary and secondary data. The analyze data consisted of decision buyers process, the Fishbein attitude honey of consumers attributes, Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrix, SWOT matrix, and QSP matrix. The result of this research were: 1) the dominant consumers interview were male between 17-34 years old, majority of consumers were private employee, live in Depok area, have medium income category and the scoring of the attitude toward attributes show score 9,401 means that the score was good, 2) the total IFE matrix score was 2,560 and EFE matrix score was 2,196. The results of IFE and EFE can be make SWOT matrix to formulate marketing strategis. From SWOT matrix there were six alternatives strategy to develop this factory. Based on Calculation of QSP matrix, strategies that can be implied were to increased the promotion, served consumers development, product development, increased of the quality and quantity product, promote public awareness of the benefit honey consumption and improved management quality.