Rahayu, Dena Puji (2022) Preferensi Konsumen Dan Strategi Pemasaran Telur Asin Desa Kebonsari Sidoarjo Pada Masa Pandemi Covid-19. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Candi District is one of the areas in Sidoarjo Regency with a fairly high production of duck eggs. Since the emergence of the Covid-19 outbreak in early March in Indonesia and has spread to all corners of the country, it has had an impact on people's lives, especially MSMEs (Micro, Small and Medium Enterprises). This study aims to analyze consumer preferences for salted egg products in Kebonsari Sidoarjo Village and analyze the right marketing strategy for salted egg products in Kebonsari Sidoarjo Village during the Covid-19 Pandemic. Respondents in this study were 70 consumers of salted eggs in Kebonsari Village and all members of the Sumber Pangan Farmer Group as many as 25 people. The research method uses Conjoint Analysis, IFE Matrix, EFE Matrix, and SWOT Analysis. The results showed that the assessment of consumer preferences based on the seven attributes of salted eggs in Kebonsari Village chose salted eggs with a medium level of saltiness, medium size, fish variant, price of Rp. 3,000, shelf life for 2-3 weeks, light blue egg color and selected packaging. is aluminum foil. Alternative salted egg business strategies at the Sumber Pangan Farmers Group in Kebonsari Sidoarjo Village are to increase product variety according to consumer tastes, make raw salted egg variants without shells, make temperature-resistant packaging to make it more durable, provide free delivery between products with a minimum number of purchases, hold discounts or rebates when producing new variants. Keywords: Salted egg, consumer preference, marketing strategy.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > SB Plant culture | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Dena Puji Rahayu | ||||||||||||
| Date Deposited: | 13 Dec 2022 06:26 | ||||||||||||
| Last Modified: | 13 Dec 2022 06:26 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/10532 |
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