THE CONSUMER PERCEPTION ANALYSIS OF THE MARKETING MIX IN PALEO PALEO CAKE PRODUCTS TANJUNG PINANG CITY

Abstract

This study aims to determine consumer characteristics, analyze the decision-making process in purchasing, determine consumer perceptions of the level of importance and performance level of the marketing mix attributes, and determine the level of consumer satisfaction with the marketing mix of Pinang Paleo cake products, Tanjungpinang City. Sampling using purposive sampling method. Data analysis used descriptive analysis, Importance Performance Analysis, Customer Satisfaction Index. The results of this study indicate that most consumers buy Pinang Paleo products to be used as souvenirs for the reason that the food is typical of Tanjungpinang City. The average consumer looks for information first about Pinang Paleo products before buying. most consumers decide to buy Pinang Paleo products because they have/buy these products before. The marketing attribute that is considered important by consumers but whose performance is still low so that producers must improve is the promotion attribute through social media. The marketing attributes that consumers think are important and whose performance is good so that manufacturers must maintain them are product taste, product appearance, public transportation, visibility, parking facilities, business location, clean place, delivery service provision, product durability, affordable prices, prices according to product quality, competitive prices, word of mouth promotion, product colors, product packaging, and product sales services. Target consumers are categorized as already satisfied.