Strategi Penentuan Keunggulan Bersaing Berbasis Marketing Mix Berdasarkan Persepsi, Harapan Dan Kepentingan Konsumen

Studi Komparatif Pada Beras Merek Ikan Paus dan Pisang Mas di Lumajang

  • Rohmatun Nadziroh STIE Widya Gama Lumajang
  • Ninik Lukiana STIE Widya Gama Lumajang
  • Hartono Hartono STIE Widya Gama Lumajang
Keywords: Marketing Mix, Lean Six Sigma

Abstract

Marketing mix consists of produck, price, place, promotion, people, process, and customer service become supporter in the marketing of a product or service of rice brand Whale and Pisang Mas in Lumajang Regency. This study aims to (1) determine the competitive advantage of based marketing mix on the Whale and Pisang Mas branded rice (2) to provide improvement solution on the whale and Pisang Mas brand rice (3) to know the comparison of competitive advantage based on marketing mix on whale brand and Pisang Mas based on perceptions, expectations and consumer interests. The method used is qualitative descriptive and comparative method with approach lean six sigma to find superiority and priority of rice improvement. Respondents were 70 people divided into two, namely 35 respondents Whale rice and 35 respondents rice Pisang Mas. The results of the research show that there are advantages of whale rice, that is, the promotion by the seller can influence the consumer, the variation of rice size, the practical and attractive packaging, the high endurance. The advantages of rice brand Pisang Mas rice prices in accordance with the consumer, the price of rice can compete, product demand is always met, readiness to respond to buyers quickly. Rice brands Whale and Pisang Mas have the same advantages in retail stores selling a variety of rice products. The priority of whale rice improvement is the price of rice according to the consumer, the readiness of the seller to respond to the buyer quickly. Priority for improving rice of Pisang Mas product tested quality and superiority compared to others, has high endurance. Rice brands Whale and Pisang Mas have the same priority fixes at discounted prices, defective products will be replaced, and satisfactory service.

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Published
2018-08-24