Persepsi Konsumen terhadap Bauran Pemasaran Keripik Tempe (Study Kasus di Kecamatan Gandusari Kabupaten Trenggalek)

Abstract

Trenggalek Regency has a tempe chip industry that was founded in the 1990s and is still developing today, namely the tempe chip industry, most of which are in Gandusari District. The purpose of this study is to determine consumer perceptions of the marketing mix of tempeh chips in Gandusari District. This research was conducted in Gandusari District, Trenggalek Regency with a total of 72 respondents. The research approach used descriptive qualitative, namely by using primary data and secondary data. The results of this study are that consumers strongly agree that product quality is guaranteed, tempeh chips taste delicious, savory and have a distinctive aroma of orange leaves, and the packaging is attractive because it uses besek. Consumer perception of price, consumers agree that the price of tempeh chips is cheap, and in accordance with the quality obtained. Consumer perception of the place, consumers agree that the location is strategic and easy to reach, and has an adequate parking area. Consumer perceptions of promotion, consumers agree that they know tempeh chips through social media, friends, family and friends, and also directly. Consumer perception of the person/seller, consumers strongly agree that the seller serves in a friendly and courteous manner, and is quick in handling complaints. Consumer perceptions of the process, consumers agree that the service is satisfactory, transactions are fast and precise, and when consumers come they are always served (opening hours - closing hours). Consumer perceptions of physical appearance, consumers strongly agree that the outlet location is clean and comfortable, and the product layout is neat.