PENGARUH STRATEGI BAURAN PEMASARAN DAN PREFERENSI TERHADAP KEPUASAN KONSUMEN BERAS PANDANWANGI

(Suatu Kasus Konsumen di Toko Beras Pribadi, Kabupaten Cianjur, Provinsi Jawa Barat)

Abstract

This study aims to determine the influence of Marketing Mix Strategy and Preferences on Pandanwangi Rice Consumer Satisfaction. The unit of analysis is Pandanwangi Rice Consumers who buy at the Cianjur Regency Market. The technique of determining respondents was to draw samples by a simple random method obtained by 75 respondents. The analysis technique used is path analysis.  The results of the research were obtained from the Variety of Mix Strategy (Mix) of Pandanwangi Rice Marketing which includes the dimensions: resilience, reliability; benefit; and the convenience of Pandanwangi Rice products obtained an achievement of 82.17% of the Very Good Criteria. Consumer Preferences which include the dimensions: product; Price; Place; and promotion obtained an achievement of 84.92% of the Very Liked and Consumer Satisfaction criteria which included the dimensions: Physical evidence (product quality), Pandanwangi rice price factor; Cost Factor; Service and Convenience obtained an achievement of 83.71%, Very Satisfied criteria. There is a positive correlation between the Marketing Mix Strategy and Pandanwangi Rice Consumer Preferences which is shown by the correlation coefficient number r = 0.619 which means that the better the marketing mix strategy is applied, the better the level of consumer preferences will be. Marketing Mix Strategy and Consumer Preferences have a positive effect on Pandanwangi Rice Consumer Satisfaction. The contribution of their respective influences: Marketing Mix Strategy 48.64% and Consumer Preference 28.49%.