Analisis Persepsi Konsumen dan Strategi Pemasaran  Beras Analog (Analog rice)

Rizki, Deviany Amanda; Munandar, Jono M; Andrianto, Mokhamad Syaefudin

doi:10.29244/jmo.v4i2.12621

Cited by 9 publications

(8 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Sumarwan et al, (2015) menjelaskan bahwa persepsi konsumen terhadap produk sangat memengaruhi keputusan pembelian hunian ramah lingkungan. Andrianto et al, (2013), serta Hubeis dan Titus (2016) menjelaskan bahwa semakin baik persepsi konsumen terhadap nilai pangan organik, semakin tinggi minat konsumen untuk membeli pangan organik tersebut. Dapat dikatakan bahwa Bukalapak belum merespon temuan terdahulu dengan baik.…”

Section: Pendahuluanunclassified

Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian di Bukalapak

Yohandira¹,

Fahmi²,

Asmara

2021

JMO

View full text Add to dashboard Cite

The growth rate of e-commerce in Indonesia is high. The condition could be seen on the competition map between marketplaces in Indonesia. Bukalapak was one of the top three marketplaces in Indonesia that has seen the most significant decrease in visitor numbers in 2019, at 26 percent precisely. Organizations should formulate marketing strategies in accordance with marketing mix determined based on market analysis to survive in the competitive field. This research aims to analyze consumer perceptions of marketing mix and purchase decision on Bukalapak, analyze marketing mix factors that influence purchase decision on Bukalapak, and formulate marketing strategies to hold back the decline in Bukalapak visitor numbers. The research data were analyzed using Structural Equation Modeling and presented descriptively. The results showed that 66 percent of consumers rated products on Bukalapak had excellent features, 72 percent of consumers rated prices on Bukalapak were reasonable, 64 percent of consumers rated payment methods on Bukalapak were in variety, and shipping discount on Bukalapak was attractive. The marketing mix factors that significantly influenced purchase decision on Bukalapak were place and price. Recommended marketing strategies to hold back the decline in Bukalapak visitors were increasing price variations and optimizing mobile application speeds.

show abstract

Section: Pendahuluanunclassified

Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian di Bukalapak

Yohandira¹,

Fahmi²,

Asmara

2021

JMO

View full text Add to dashboard Cite

show abstract

“…To increase the sales and consumption of artificial rice in the community, there have been several studies conducted to develop an artificial rice marketing strategy. These studies revealed that the most appropriate marketing strategy is to focus on maintaining the product's quality and functionality that offers health benefits and high nutritional value, increasing the promotional activity, expanding the distribution area, and last but not least, focusing the market segments into adult (30-40 years old) that has an income level of IDR 4.000.000-6.000.000 [24,25].…”

Section: Artificial Rice Position In Current Marketmentioning

confidence: 99%

Artificial Rice As an Alternative Functional Food to Support Food Diversification Program

Valencia

Purwanto

2020

KLS

View full text Add to dashboard Cite

Functional food is a food that has a beneficial effect to the body beyond its adequate nutritional effects. It can help improve someone’s health and/or decrease the risk of disease. The awareness in the community of the importance of health encourages the development of functional food. One of the functional food that has been developed in Indonesia is the artificial rice. Artificial rice, an alternative paddy rice substitute, has a minimally equal value to paddy rice. Artificial rice is made to reduce people’s dependence on paddy rice and to support food diversification program to achieve food security in Indonesia. Artificial rice is made from a non-paddy rice flour with a certain compositions, so that it can be used as a vehichle to make a functional food and can be fortified with ingredients that contain functional active compounds. Indonesian researchers have developed artificial rice products by utilizing local resources, such as corn, sorghum, spices, tubers, and others, to obtain an artificial rice with improved nutritional and functional characters that have some health benefits such as antidiabetic, antioxidant, antihypertensive, and anticancer. Such development has resulted in the observation that artificial rice can be used as a functional food for rice substitute with an equal or better nutritional value than paddy rice. However, further research is still needed to improve the sensory quality of artificial rice so that it can be accepted easily by the community. Keywords: Artificial rice, food diversification, functional food, rice analogue

show abstract

“…Kriteria yang dipilih untuk dijadikan responden penelitian meliputi (1) konsumen "beras analog" yang dipasarkan di gerai Serambi Botani dan (2) segmentasi pasar "beras analog" yang mengacu hasil penelitian Rizki et al (2013), yaitu dengan kriteria perempuan berusia ≥ 31 tahun, status menikah, tingkat pendidikan minimal S1, dan tingkat pendapatan perbulan ≥ Rp 4.500.000 Data dianalisis secara deskriptif, kuantitatif, dan distribusi frekuensi kategori (Sulistiyowati dan Astuti, 2016), sehingga mendapatkan informasi mengenai atribut yang menjadi pertimbangan dalam membeli beras. Output yang didapatkan digunakan sebagai input dalam pembuatan kuesioner pada tahap berikutnya.…”

Section: Tahapan Penelitianunclassified

Pengembangan Produk “Beras Analog” Untuk Meningkatkan Penerimaan Pasar

Novitasari¹,

Hermawan²,

Sunarti³

2017

j.tek.ind.pert

View full text Add to dashboard Cite

The "analog rice" (artificial Keywords: artificial rice, food diversification, Kano method, product development ABSTRAK"Beras analog" (beras buatan) merupakan produk baru yang memiliki hambatan dalam menembus pasar Indonesia. Tujuan penelitian ini adalah menganalisis pengembangan produk beras analog dalam menembus pasar. Penelitian ini dibagi ke dalam tiga tahapan, yaitu menganalisis atribut yang menjadi pertimbangan dalam membeli beras, menganalisis tingkat kepuasan dan ketidakpuasan dari atribut yang dimiliki oleh beras analog, dan menganalisis prioritas pengembangan dari atribut beras analog. Pengumpulan data dilakukan melalui wawancara dan survey kuesioner. Data diproses dengan analisis deskriptif, analisis kuantitatif, distribusi frekuensi kategori, metode Kano, dan analisis quality improvement index. Penelitian ini menghasilkan 17 atribut yang menjadi pertimbangan responden dalam melakukan pembelian beras. Atribut beras analog yang berpengaruh tinggi terhadap kepuasan adalah aroma, yang berpengaruh tinggi terhadap ketidakpuasan adalah kebersihan, dan berpengaruh rendah pada kepuasan dan ketidakpuasan adalah ukuran butiran. Prioritas atribut beras analog untuk dilakukan pengembangan meliputi rasa yang enak, harga yang ekonomis, aroma yang wangi, tekstur yang pulen, dan tahan lama setelah dimasak.

show abstract

Analisis Persepsi Konsumen dan Strategi Pemasaran Beras Analog (Analog rice)

Cited by 9 publications

References 0 publications

Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian di Bukalapak

Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian di Bukalapak

Artificial Rice As an Alternative Functional Food to Support Food Diversification Program

Pengembangan Produk “Beras Analog” Untuk Meningkatkan Penerimaan Pasar

Contact Info

Product

Resources

About