Adianti, Anugrah Akbar Fitra Putra Adianti (2023) Preferensi Konsuem Sambal Kemasan Merek Bu Rudy (Studi Kasus pada Pusat Oleh – Oleh Bu Rudy Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Fluctuating chili prices in Indonesia provide business opportunities for derivative products such as packaged chili sauce. In Surabaya City, the competition in the packaged chili sauce market is intense, including the "Bu Rudy" brand sold at Bu Rudy Souvenir Center. Therefore, strategic planning based on consumer preferences is needed to achieve competitive advantage. The objectives of this study are: 1) to describe the purchasing decision process of packaged chili sauce by consumers at Bu Rudy Souvenir Center in Surabaya, 2) to analyze consumer preferences for the attributes of packaged chili sauce products at Bu Rudy Souvenir Center in Surabaya, 3) to analyze the importance and satisfaction level of the attributes of packaged chili sauce products at Bu Rudy Souvenir Center in Surabaya. The sampling method used purposive sampling with a total of 100 respondents. This study employed descriptive analysis, multi-attribute Fishbein, and IPA (Importance Performance Analysis). The results of the study indicate that 1) the purchasing decision process by respondents is driven by the need for souvenirs, with the main source of information being product experience. The attribute that receives the most attention is the spicy sensation. Purchases are planned and made at the store, and respondents feel satisfied after consuming traditional herbal drinks. 2) The most important attribute considered by consumers is the spicy sensation. The order of attributes in terms of attention is packaging, variety of flavors, price, product quality label, and size. 3) Packaging and variety of flavors fall into Quadrant I, spicy sensation falls into Quadrant II, while price, product quality label, and size fall into Quadrant IV.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Anugrah Akbar Fitra Putra Adianti | ||||||||||||
| Date Deposited: | 09 Jan 2024 07:10 | ||||||||||||
| Last Modified: | 09 Jan 2024 07:10 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/19439 |
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