ANALISIS FAKTOR BAURAN PEMASARAN YANG DIPERTIMBANGKAN KONSUMEN PADA PEMBELIAN PRODUK OLAHAN UBI KAYU (Manihot utilisima) DI KABUPATEN GROBOGAN

Abstract

ABSTRACT: Cassava is one of the potential comestibles after rice and corn. This
condition can be utilized by cassava entrepreneurs to develop their business in
making processed cassava products. This research aims to identify marketing mix
factors consumers consider in purchasing cassava processed products and identify
the dominant variables that consumers consider in purchasing cassava processed
products in Grobogan Regency. The method used in this research is descriptive
and analytical. The location taking method was carried out purposively and
sampling using the accidental sampling method with 100 consumers as
respondents. Data collection techniques by observation using a questionnaire. The
data analysis method used in this research is using multivariate analysis by
conducting a factor analysis of nineteen variables. The result of this research
showed there were five new factors considered by consumers in purchase of
processed cassava products in Grobogan Regency, which are product and
promotion factors, service factor, people factor, a price factor, and a place factor.
While the dominant variable is considered by consumers by looking at the highest
loading factor value in each factor, including variables of the sales promotion
through a discount, the offered product arrangement, the merchant's knowledge
about the product, the price competitiveness, and the ease of getting the product.
Keywords: Cassava, Processed Cassava Products, Purchasing Decisions,
Marketing Mix, Consumer Behavior, Factor Analysis