Analisis Keputusan Konsumen dalam Pembelian Produk Sayur Mix pada CV SOGA Farm Indonesia

Abstract

Penjualan sayur di supermarket yang berfluktuatif dan kelebihan produksi yang belum terserap supermarket mendasari dilakukannya pengembangan produk dengan pembuatan sayur mix yang ditawarkan di pasar saat ini. Penelitian bertujuan mengidentifikasi karakteristik konsumen yang membeli sayur mix, menganalisis produk, harga, promosi, lokasi dan citra merek yang mempengaruhi keputusan pembelian, merumuskan strategi pemasaran berdasarkan hasil analisis keputusan konsumen dalam membeli sayur mix dan menganalisis finansial dari adanya penjualan produk sayur mix. Penelitian menggunakan metode analisis deskriptif, SEM-PLS, dan finansial. Produk, harga, lokasi, citra merek mempengaruhi keputusan pembelian sayur mix, sedangkan promosi tidak mempengaruhi keputusan pembelian sayur mix. Perusahaan menerapkan strategi pemasaran STP dan bauran pemasaran berdasarkan hasil keputusan pembelian. Finansial perusahaan setelah terdapat produk sayur mix rata-rata mengalami peningkatan. Perusahaan dapat mempertahankan ukuran dan isi produk, keterjangkauan harga, lokasi penjualan di supermarket, kualitas produk, dan mempertimbangkan promosi lain serta peningkatan promosi media sosial.

Fluctuating sales in supermarkets and excess production that has not been absorbed by supermarkets underlie product development by making mixed vegetable products that are currently offered on the market. The aim is identify the characteristics of consumers who purchase, analyze products, prices, promotions, location and brand image that influence consumer decisions in purchasing, formulate a marketing strategy based on the results of consumer decision analysis in purchasing mixed vegetables and analyze finances from sales of vegetable mix. The research methods used are descriptive analysis, SEM-PLS, and financial. Product, price, location and brand image influence consumer decisions in purchasing, while promotions do not influence decisions to purchase mixed vegetables. The company implements an STP marketing strategy and marketing mix based on the results of purchasing decisions. The average increase in company finances after the mix vegetable product was introduced. Companies can maintain product size and content, affordable prices, sales locations in supermarkets, and product quality, and consider other promotions as well as increasing social media.