Analisis Hubungan Komunikasi Pemasaran “Kripik Balado Shirley” dengan Perilaku Konsumen

Abstract

This research has the objective to describe assessment buyers toward the marketing communications conducted by “Kripik Balado Shirley”, analyze the relationship of consumer characteristic related with the marketing mix, and analyze the relationship marketing mix related with consumer behavior when choose the product “Kripik Balado Shirley”. This research used quantitative and qualitative approaches. Respondents number are 100 people selected by accidental sampling technique. The results refer to the majority of consumers “Kripik Balado Shirley” between 15-31 years old, male gender, middle of education, low income and have a job. Characteristics of consumers related with the marketing mix are significantly to the age factor only. Marketing mix related with consumer behavior (participate to purchase the product “Kripik Balado Shirley”) there are significant relationship quality production and promotion. Meanwhile the marketing mix related with consumer behavior (invites the consumers to purchase the product “Kripik Balado Shirley”) there are significant relationship quality production, the price of the product, and promotion.