Analisis Persepsi Konsumen dan Strategi Pemasaran Beras Analog (Analog rice) [JURNAL]
Oleh :
Deviany Amanda Rizki
Departemen Manajemen, Fakultas Ekonomi dan Manajemen
Institut Pertanian Bogor
Kampus Dramaga Bogor 16680
Jono M. Munandar
Departemen Manajemen, Fakultas Ekonomi dan Manajemen
Institut Pertanian Bogor
Kampus Dramaga Bogor 16680
M. Syaefudin Andrianto
Departemen Manajemen, Fakultas Ekonomi dan Manajemen
Institut Pertanian Bogor
Kampus Dramaga Bogor 16680
e-mail: syaefudinandri@gmail.com
ABSTRACT
Analog rice is artificial ricewhose material is not from paddy, but it is made from a variety of local
flour (corn, sago and shorgum). As a new product, Rice Analog require appropriate marketing strategies
through analysis of consumer perception. This research purposes are to develop a marketing strategy
through identification Analog Rice segmentation, targeting and positioning based on consumer
perception. The analytical method used were crosstabs analysis, cluster analysis and biplot analysis with
73 respondent. Crosstabs result indicated that consumer characteristics (age, marital status, education,
income and expenses of month), associated with their impression and interested to re-purchase. Cluster
analysis was delivered into four market segments, the third target market are 31-40 years old, married,
the level of income of IDR 4,500,001 to IDR 6,000,000. Biplot analysis deliver positioning for Analog Rice
product therefore this rice offers “health benefits”, “nutritive ingredients”, and “safe to consumed”.
Keywords : Analog rice, consumer perceptions, marketing strategy, cluster analysis, biplot analysis.
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