PERSEPSI KONSUMEN TERHADAP BAURAN PEMASARAN SARI KEDELAI RISA (Studi Kasus Home Industry Sari Kedelai Risa Kecamatan Dau Kabupaten Malang)

Abstract

Abstract

Risa Soybean Juice Home Industry located in Kalisongo Village, Dau District, Malang Regency is one of the businesses that processes soybeans into soy juice drinks. This study aims to determine consumer perceptions of the marketing mix of Risa Soybean Juice consisting of product, price, place, promotion, people, process and physical evidence. Using an accidental sampling technique with a sample of 100 respondents, which was carried out in February-April 2025. With a qualitative approach, the data used are primary data by distributing questionnaires, while secondary data are obtained from scientific journals and books related to this study. The results of the study of consumer perceptions of the product marketing mix are consumers agree that product quality, product design and product durability are good. Perception of price, consumers strongly agree that the price of Risa soybean juice is affordable and in accordance with the quality. Perception of the place: Consumers agree that the location is strategic and easy to access. Perception of promotion: Consumers strongly agree that they learned about Risa soy juice through social media, friends, and in person. Perception of the people/sellers: Consumers strongly agree that the sellers provide friendly, polite, and fast service. Perception of the process: Consumers strongly agree that the service is satisfactory, transactions are fast, and easy. Perception of physical evidence: Consumers agree that the location is clean and the product layout is neat.

Keywords: Consumer Perception, Marketing Mix, Risa Soybean Juice