LIAWATI, SHERNI (2025) ANALISIS PERSEPSI KONSUMEN TERHADAP BAURAN PEMASARAN JUS KODE DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
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.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tren gaya hidup sehat mendorong persaingan yang ketat di industri minuman berbasis buah. Jus Kode, sebuah merek baru yang menyasar segmen anak muda di Kota Serang, perlu memahami persepsi konsumen terhadap bauran pemasarannya agar dapat merumuskan strategi yang tepat. Penelitian ini bertujuan untuk menganalisis persepsi konsumen terhadap bauran pemasaran 7P (produk, harga, tempat, promosi, orang, proses, dan bukti fisik), mengidentifikasi faktor-faktor yang paling dipertimbangkan dalam keputusan pembelian, dan menguji perbedaan persepsi berdasarkan jenis kelamin, usia, dan pendapatan. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan instrumen kuesioner berskala Likert. Data dianalisis dengan menggunakan uji non-parametrik Mann-Whitney dan Kruskal-Wallis. Hasil penelitian menunjukkan bahwa persepsi konsumen terhadap bauran pemasaran Jus Kode secara umum sudah baik, terutama pada aspek harga, tempat, produk dan orang. Namun, aspek promosi, bukti fisik, dan proses perlu mendapat perhatian untuk perbaikan strategi. Faktor-faktor yang paling dipertimbangkan oleh konsumen berdasarkan preferensi adalah harga, bukti fisik, proses, produk, promosi, tempat, dan orang. Tidak terdapat perbedaan persepsi yang signifikan berdasarkan jenis kelamin, namun terdapat perbedaan berdasarkan usia pada unsur harga dan tempat, serta berdasarkan pendapatan pada unsur tempat. Temuan ini menunjukkan perlunya penyesuaian strategi pemasaran Jus Kode berdasarkan kelompok usia dan tingkat pendapatan. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Sherni Liawati. | |||||||||
| Date Deposited: | 09 Jul 2025 03:49 | |||||||||
| Last Modified: | 09 Jul 2025 03:49 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/50886 |
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