Analisis Persepsi Konsumen Pada Bauran Pemasaran Produk Kopi Anugerah Tani Makmur di Desa Sumbergondo Kecamatan Bumiaji

Abstract

Coffee is one of the commodities with high economic value and continuously increasingdemand, requiring strategic efforts to maximize its potential through targeted marketing. Itssuccess depends on how consumers evaluate the four elements of the marketing mix, namelyproduct, price, place, and promotion. This study aims to analyze consumer perceptions of the4P marketing mix for the coffee product of Kelompok Tani Anugerah Tani Makmur. Theresearch employed a descriptive quantitative method, using purposive sampling with 70respondents. The data used were primary data collected through a questionnaire. The resultsshow that consumer perception of the product aspect falls into the “satisfied” category with anindex value of 82.29%. The price aspect achieved the highest score of 89.52% and is classifiedas “satisfied.” The place aspect obtained the lowest score of 56.07% and remains within the“fairly satisfied” category. Meanwhile, the promotion aspect recorded a score of 72.32% and iscategorized as “satisfied.” These findings indicate that the product and price aspects have beenable to meet consumer expectations, while the place and promotion aspects still requireimprovement to expand market reach and enhance the competitiveness of Anugerah TaniMakmur coffee. Balanced fulfillment of all dimensions of the marketing mix is essential inshaping more positive consumer perceptions and encouraging purchase sustainability andoverall product value.