ANALISIS FAKTOR MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KECAP PADA PASAR TRADISIONAL DI KOTA SURAKARTA Skripsi ini disusun agar memperoleh gelar sarjana Ekonomi Jurusan Sosial Ekonomi Pertanian/Agrobisnis

Astuti , Yuli Dwi (2010) ANALISIS FAKTOR MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KECAP PADA PASAR TRADISIONAL DI KOTA SURAKARTA Skripsi ini disusun agar memperoleh gelar sarjana Ekonomi Jurusan Sosial Ekonomi Pertanian/Agrobisnis. Masters thesis, Universitas Sebelas Maret.

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Abstract

The aims of this research are to study the factors that is considered by consumers in buying ketchup in traditional market in Surakarta City, and to study the dominant variables which considered by the ketchup consumers traditional market in Surakarta City. The basic method of this research is used descriptive method. Location research selected by purposive method. Consumer’s sample method that used in this research is judgement sampling, with distributing quisioner or interview. The researcher takes 100 samples of buyer, based on the size of sample for analysis factors at least four or five times of total research variable. Data resources of this research are primary and secondary data. The data collected with the interview, observation, and record keeping. Data analysis used is factors analyse method. Factor analysis is an analysis that used to reduce, shorten from many variables become some factors. Factors analyse used data from the statement of responden to concerning the 15 of ketchup variables. The result of factor analysis indicates that there are five factors that become the consumers consideration in purchasing of ketchup in traditional market in Surakarta City. Based on the priority, the factors are product factor (22,73%), package factor (12,31%), advertisement factor (9,62%), promotion factor (8,88%), and place factor (6,90%). While the most considered variable by consumers in buying ketchup in traditional market at Surakarta City from each factors are brand variable for product factor (factor loading 0,732), volume package variable for package factor (factor loading 0,789), advertisement in print media variable for advertisement factor (factor loading 0,717), gift of content bonus variable for promotion factor (factor loading 0,544), and availability in traditional market variable for place factor (factor loading 0,682). Keywords : Marketing Mix, Factor Analysis, Ketchup, Traditional Market

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