relation: https://eprints.untirta.ac.id/50470/
title: PERSEPSI PELANGGAN TERHADAP BAURAN PEMASARAN PUPUK ORGANIK CV PRAMUDI ALAM KOMPOS
creator: Ramdhani, Ahmad Riva
subject: S Agriculture (General)
description: CV Pramudi Alam Kompos, established in 2024, produces and distributes organic fertilizer. Despite high production capacity, the company faces challenges stabilizing sales, indicating weaknesses in marketing strategy. This study aims to identify customer preferences and perceptions of the company’s marketing mix, and examine differences between large and small quantity buyers. The marketing mix analyzed covers seven components (7Ps): product, price, place, promotion, people, process, and physical evidence. Based on company data, the number of active consumers eligible as respondents is approximately 35 people. Referring to the Krejcie and Morgan table, a sample of 32 respondents was selected and analyzed using descriptive statistics and the Mann-Whitney U test. Results show generally high customer preferences and perceptions. Customers buying in large quantities prioritize process aspects, especially ease of ordering and packaging safety. Meanwhile, small quantity buyers focus more on promotion, especially product explanations and guarantee of accurate product weight. The Mann-Whitney U test showed a significant difference only in physical evidence, where bulk buyers have higher expectations regarding packaging safety, weight accuracy, purchase receipts, and product guarantees. This difference reflects bulk buyers’ need for thorough documentation and quality assurance, while small buyers tend to be less critical and more easily satisfied. These findings can help CV Pramudi Alam Kompos improve marketing strategies tailored to different customer segments.    Keywords: customer behavior, customer perception, marketing mix, organic fertilizer
date: 2025-07-03
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/50470/2/Ahmad%20Riva%20Ramdhani_4441210100_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50470/3/Ahmad%20Riva%20Ramdhani_4441210100_01.pdf
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identifier: https://eprints.untirta.ac.id/50470/4/Ahmad%20Riva%20Ramdhani_4441210100_02.pdf
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identifier: https://eprints.untirta.ac.id/50470/5/Ahmad%20Riva%20Ramdhani_4441210100_03.pdf
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identifier: https://eprints.untirta.ac.id/50470/6/Ahmad%20Riva%20Ramdhani_4441210100_04.pdf
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identifier: https://eprints.untirta.ac.id/50470/7/Ahmad%20Riva%20Ramdhani_4441210100_05.pdf
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identifier: https://eprints.untirta.ac.id/50470/8/Ahmad%20Riva%20Ramdhani_4441210100_Ref.pdf
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identifier: https://eprints.untirta.ac.id/50470/9/Ahmad%20Riva%20Ramdhani_4441210100_Lamp.pdf
identifier:   Ramdhani, Ahmad Riva  (2025) PERSEPSI PELANGGAN TERHADAP BAURAN PEMASARAN PUPUK ORGANIK CV PRAMUDI ALAM KOMPOS.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.