Analisis Preferensi Konsumen dan Strategi Pemasaran Buah Jeruk Keprok Di Kabupaten Bojonegoro

PROBOWATI, DEVIANA DIAH (2016) Analisis Preferensi Konsumen dan Strategi Pemasaran Buah Jeruk Keprok Di Kabupaten Bojonegoro. Masters thesis, Universitas Sebelas Maret.

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    Abstract

    Deviana Diah Probowati. S641308002. Analysis of consumer preferences and marketing strategies in the district tangerine fruit bojonegoro. Thesis Program Pascasarjana Program Studi Agribisnis Universitas Sebelas Maret Surakarta. Supervisor (1) Prof. Dr. Ir. Suprapti Supardi, MP, (2) Dr. Ir. Sri Marwanti, MS. This study aims to determine the factors that differentiate consumer preferences in purchasing fruit of tangerine, citrus fruit attributes that are preferred by consumers in choosing fruits tangerines and marketing strategies that can be applied in marketing fruit tangerine. Factors consumer preferences tangerine fruit analyzed in this study were sex, education level, occupation, age, income level and number of family members or dependents in the family. Based on this research, different income factors to consumer preferences tangerine fruit in Bojonegoro. While the factors gender, education, age, occupation and number of family members are no different to consumer preferences tangerine fruit in Bojonegoro. Based on the analysis Fishbein of research shows that consumer attitudes to attribute more importance tangerine fruit freshness and fruit flavors tangerine which has a value of 1.72 and 0.85 respectively -masing. While, he price factor is not a major consideration in selecting fruit consumers tangerines. Based on these factors and attributes into consumer preferences in choosing tangerine fruit can be formulated strategic alternatives in marketing the fruit tangerine. Strategies that can be done is to optimize the use of seeds prefetch queue, optimizing the mutually beneficial relationship between farmers and traders, increased knowledge of farmers in the cultivation of fruits tangerines and optimize the role of the government to farmers

    Item Type: Thesis (Masters)
    Subjects: S Agriculture > S Agriculture (General)
    Divisions: Pasca Sarjana > Magister > Agribisnis - S2
    Depositing User: bibid widodo
    Date Deposited: 30 May 2016 13:45
    Last Modified: 30 May 2016 13:45
    URI: https://eprints.uns.ac.id/id/eprint/26610

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