Strategi Pemasaran Untuk Meningkatkan Daya Terima Mahasiswa IPB terhadap Daging Kelinci Sebagai Sumber Protein Hewani.

Abstract

Rendahnya konsumsi daging kelinci di Indonesia menunjukkan perlunya kajian hambatan, persepsi, dan minat beli konsumen untuk strategi pemasaran efektif. Penelitian ini menganalisis faktor penghambat konsumsi, persepsi, dan minat beli mahasiswa IPB terhadap daging kelinci, serta merumuskan strategi pemasaran berbasis Segmentation, Targeting, Positioning, dan bauran pemasaran 4P, yaitu Product (produk), Price (harga), Place (distribusi), dan Promotion (promosi). Data dikumpulkan melalui kuesioner terhadap 49 responden dan wawancara dua peternak kelinci di Kabupaten Bogor, dianalisis secara deskriptif. Hambatan tertinggi adalah keterbatasan ketersediaan produk dan harga mahal. Minat beli tinggi (89,8%), namun kesediaan membayar jauh di bawah harga peternak. Konsumen menyukai produk olahan dan promosi digital melalui Instagram dan TikTok. Strategi yang direkomendasikan meliputi produk olahan bersertifikat halal, harga per porsi ekonomis, kemitraan ritel modern, dan promosi digital konsisten bagi segmen muda urban.

Low rabbit meat consumption in Indonesia highlights the need to examine consumption barriers, perceptions, and purchase intention to formulate an effective marketing strategy. This study analyzed these factors among IPB students and formulated a marketing strategy based on Segmentation, Targeting, Positioning, and the 4P marketing mix: Product, Price, Place (distribution), and Promotion. Data were collected through a questionnaire of 49 respondents and interviews with two rabbit farmers in Bogor Regency, then analyzed descriptively. Dominant barriers were limited product availability and high price. Purchase intention was high (89.8%), yet willingness to pay remained far below farmers' actual price. Consumers preferred processed products and digital promotion via Instagram and TikTok. The recommended strategy includes halal-certified processed products, portion-based pricing, modern retail partnerships, and consistent digital promotion for the urban young segment.