relation: https://eprints.untirta.ac.id/50886/
title: ANALISIS PERSEPSI KONSUMEN TERHADAP BAURAN PEMASARAN JUS KODE DI KOTA SERANG
creator: LIAWATI, SHERNI
subject: S Agriculture (General)
description: Healthy lifestyle trends are driving intense competition in the fruit-based beverage industry. Jus Kode, a new brand targeting the youth segment in Serang City, needs to understand consumer perceptions of its marketing mix in order to formulate the right strategy. This study aims to analyze consumer perceptions of the 7P marketing mix (product, price, place, promotion, people, process, and physical evidence), identify the factors most considered in purchasing decisions, and test differences in perceptions based on gender, age, and income. This research uses a descriptive quantitative approach with a Likert scale questionnaire instrument. Data were analyzed using the Mann-Whitney and Kruskal-Wallis non-parametric tests. The results show that consumer perceptions of the Jus Kode marketing mix are generally good, especially in the aspects of price, place, product, and people. However, the aspects of promotion, physical evidence, and process require attention for strategy improvement. The factors most considered by consumers based on preference are price, physical evidence, process, product, promotion, place, and people. There were no significant differences in perceptions based on gender, but there were differences based on age on the elements of price and place, and based on income on the element of place. This finding suggests the need to adjust the marketing strategy of Jus Kode based on age group and income level.
date: 2025-07-08
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/50886/1/SHERNI%20LIAWATI_4441210099_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50886/2/SHERNI%20LIAWATI_4441210099_01.pdf
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identifier: https://eprints.untirta.ac.id/50886/3/SHERNI%20LIAWATI_4441210099_02.pdf
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identifier: https://eprints.untirta.ac.id/50886/4/SHERNI%20LIAWATI_4441210099_03.pdf
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identifier: https://eprints.untirta.ac.id/50886/5/SHERNI%20LIAWATI_4441210099_04.pdf
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identifier: https://eprints.untirta.ac.id/50886/6/SHERNI%20LIAWATI_4441210099_05.pdf
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identifier: https://eprints.untirta.ac.id/50886/7/SHERNI%20LIAWATI_4441210099_Ref.pdf
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identifier: https://eprints.untirta.ac.id/50886/8/SHERNI%20LIAWATI_4441210099_Lamp.pdf
identifier:   LIAWATI, SHERNI  (2025) ANALISIS PERSEPSI KONSUMEN TERHADAP BAURAN PEMASARAN JUS KODE DI KOTA SERANG.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.