Agustiani, Sela (2020) PERSEPSI KONSUMEN TERHADAP MARTABAK KOTA BAJA (MARKOJA). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Markoja, which was initiated in 2017 on Jalan Maulana Yusuf, Tegal Cabe, Kec. Citangkil, Cilegon City. Markoja was inspired by the nickname of Cilegon, which is a steel-producing city. The packaging from Markoja is made specifically to depict the landmarks of Cilegon and the Great Mosque of Cilegon, not only is the packaging that has the characteristics of Cilegon the outlet is also made of an artistically designed container. Markoja develops his business by making innovations through flavors that follow contemporary tastes and make his business different. Markoja has 2 outlets, 1 outlet in Citangkil which was pioneered in 2017, 1 outlet in Warnasari which was initiated in 2019. The attributes used in this study were taste, smells, packaging, brand and price. The method used was a survey method and data analysis used was Multidimensional Scaling (MDS). Characteristics of respondents based on gender were 72.0% female, 44.0% based on age 21-30 years, based on marital status 74.0% unmarried, based on the latest education level 56.0% high school and based on type of work 56, 0% Student / Student. Consumer perceptions show that markoja is considered superior in the attributes of smells, packaging, price and brand because it has a fragrant aroma, attractive packaging that has its own characteristics, the price is still relatively affordable and the brand is quite well-known. Meanwhile, the taste attribute of consumers considered not superior because it was judged that the taste was not satisfactory for consumers. Consumers hope markoja can pay attention and improve the quality of taste.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Markoja, which was initiated in 2017 on Jalan Maulana Yusuf, Tegal Cabe, Kec. Citangkil, Cilegon City. Markoja was inspired by the nickname of Cilegon, which is a steel-producing city. The packaging from Markoja is made specifically to depict the landmarks of Cilegon and the Great Mosque of Cilegon, not only is the packaging that has the characteristics of Cilegon the outlet is also made of an artistically designed container. Markoja develops his business by making innovations through flavors that follow contemporary tastes and make his business different. Markoja has 2 outlets, 1 outlet in Citangkil which was pioneered in 2017, 1 outlet in Warnasari which was initiated in 2019. The attributes used in this study were taste, smells, packaging, brand and price. The method used was a survey method and data analysis used was Multidimensional Scaling (MDS). Characteristics of respondents based on gender were 72.0% female, 44.0% based on age 21-30 years, based on marital status 74.0% unmarried, based on the latest education level 56.0% high school and based on type of work 56, 0% Student / Student. Consumer perceptions show that markoja is considered superior in the attributes of smells, packaging, price and brand because it has a fragrant aroma, attractive packaging that has its own characteristics, the price is still relatively affordable and the brand is quite well-known. Meanwhile, the taste attribute of consumers considered not superior because it was judged that the taste was not satisfactory for consumers. Consumers hope markoja can pay attention and improve the | |||||||||
| Uncontrolled Keywords: | Keywords : Costumer perception, Characteristic respondents, Atribute of Markoja | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian > 54201-Program Studi Agribisnis | |||||||||
| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 01 Aug 2022 10:17 | |||||||||
| Last Modified: | 01 Aug 2022 10:17 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/15026 |
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