Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/157593
Title: | Strategi Pengembangan Bauran Pasar di Amanta Agro Persada |
Other Titles: | Market Mix Development Strategy at Amanta Agro Persada |
Authors: | Husyairi, Khoirul Aziz Nugraha, Ganjar |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | Kopi merupakan salah satu hasil perkebunan yang memiliki peranan penting terhadap nilai ekonomi yaitu sebagai penerimaan devisa negara. Amanta Agro Persada merupakan perusahaan Agribisnis yang memproduksi kopi dari mulai pengadaan green bean, roast bean, hingga produk unggulan yaitu Casara. Tujuan dilakukan penelitian ini untuk menyusun perencanaan pengembangan pemasaran dengan strategi bauran pasar dalam meningkatkan penjualan kopi serta mengetahui tingkat kepuasaan konsumen. Metode analisis yang digunakan untuk menilai tingkat kinerja dan kepuasan produk kopi menggunakan metode analisis Customer Satisfaction Index (CSI) dan Importance Performance Analysis (IPA). Berdasarkan hasil penelitian strategi bauran pemasaran perusahaan sudah berjalan dengan baik. Hal ini dikarenakan strategi bauran pemasaran digunakan sudah tepat dan baik. Berdasarkan Tingkat kepuasan konsumen atribut yang dianggap penting oleh konsumen dalam melakukan pembelian yaitu pada aspek produk (Product) kopi. Sedangkan atribut yang dianggap dapat meningkatkan kinerja terhadap penjualan yaitu aspek lokasi (Place) karena lokasi yang strategis. Coffee is one of the plantation products which has an important role in economic value, namely as a source of foreign exchange revenue for the country. Amanta Agro Persada is an agribusiness company that produces coffee from green beans, roast beans, to superior products, namely Casara. The aim of this research is to develop a marketing development plan with a market mix strategy to increase coffee sales and determine the level of consumer satisfaction. The analytical method used to assess the level of performance and satisfaction of coffee products uses the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA) analysis methods. Based on the research results, the company's marketing mix strategy is running well. This is because the marketing mix strategy used is appropriate and good. Based on the level of consumer satisfaction, the attributes that consumers consider important in making purchases are the coffee product aspect. Meanwhile, the attribute that is considered to improve sales performance is the location aspect (Place) because of its strategic location. |
URI: | http://repository.ipb.ac.id/handle/123456789/157593 |
Appears in Collections: | UT - Agribusiness Management |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
cover_J1310201080_8d7a0ee94820442db5467b59d94533aa.pdf | Cover | 8.84 MB | Adobe PDF | View/Open |
fulltext_J1310201080_8ceab7fed49145e595b558942f04ff55.pdf Restricted Access | Fulltext | 5.88 MB | Adobe PDF | View/Open |
lampiran_J1310201080_f11557c1fe714bbba2714e414a770f85.pdf Restricted Access | Lampiran | 2.74 MB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.