Open AccessANALISIS KEPUASAN KONSUMEN DAN BAURAN PEMASARAN PADA AGROINDUSTRI KOPI BUBUK CAP JEMPOL DI KOTA BANDAR LAMPUNG
Author(s) -
Vita Dwi Putri,
Muhammad Irfan Affandi,
Dewangga Nikmatullah
Publication year - 2020
Publication title -
jurnal ilmu-ilmu agribisnis
Language(s) - English
Resource type - Journals
eISSN - 2620-4177
pISSN - 2337-7070
DOI - 10.23960/jiia.v8i1.4346
Subject(s) - snowball sampling , business , coffee shop , agricultural science , marketing , marketing mix , customer satisfaction , advertising , business administration , mathematics , statistics , environmental science
This study aims to analyze the level of consumer satisfaction of coffee powder and the marketing mix of coffee powder agroindustry in Bandar Lampung City. The research method used was a case study. Research location was determined purposively. The number of interviewed samples was 60 respondents chosen using snowball sampling method. Respondents of this study consisted of consumers of coffee powder, owners, industry and trade in Bandar Lampung City, and experts of University Lampung chosen using snowball sampling. The study was conducted in February-April 2018. The data analysis methods used are the analysis of the Customer Satisfaction Index (CSI) and descriptive analysis. The results showed that: consumers of Jempol brand coffee powder in Bandar Lampung City were in satisfied criteria. The marketing mix for agroindustry has implemented marketing strategy (marketing mix).Key words: agroindustry, consumer satisfaction, coffee powder, marketing mix