Analysis of Consumer Assessment in Small and Medium Enterprises "Raja Abon Makmur Lestari" on Shredded Products and Mix Marketing

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Bibliographic Information
Journal Journal of Asian Multicultural Research for Economy and Management Study
Title Analysis of Consumer Assessment in Small and Medium Enterprises "Raja Abon Makmur Lestari" on Shredded Products and Mix Marketing
Author(s) Yulia, Yulia, Novyandra Ilham Bahtera, Rati Purwasih
Volume 2
Issue 1
Year 2021
Pages 6-15
DOI 10.47616/jamrems.v2i1.73
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Keywords Shredded, Consumer Assessment, Mix Marketing, Strategy Evaluation
Chicago 16th Yulia, Yulia, Novyandra Ilham Bahtera, Rati Purwasih. "Analysis of Consumer Assessment in Small and Medium Enterprises "Raja Abon Makmur Lestari" on Shredded Products and Mix Marketing." Journal of Asian Multicultural Research for Economy and Management Study 2, no. 1 (2021).
APA 6th Yulia, Y., Bahtera, N. I., Purwasih, R. (2021). Analysis of Consumer Assessment in Small and Medium Enterprises "Raja Abon Makmur Lestari" on Shredded Products and Mix Marketing. Journal of Asian Multicultural Research for Economy and Management Study, 2(1).
MHRA Yulia, Yulia, Novyandra Ilham Bahtera, Rati Purwasih. 2021. 'Analysis of Consumer Assessment in Small and Medium Enterprises "Raja Abon Makmur Lestari" on Shredded Products and Mix Marketing', Journal of Asian Multicultural Research for Economy and Management Study, 2.
MLA Yulia, Yulia, Novyandra Ilham Bahtera, Rati Purwasih. "Analysis of Consumer Assessment in Small and Medium Enterprises "Raja Abon Makmur Lestari" on Shredded Products and Mix Marketing." Journal of Asian Multicultural Research for Economy and Management Study 2.1 (2021). Print.
Harvard YULIA, Y., BAHTERA, N. I., PURWASIH, R. 2021. Analysis of Consumer Assessment in Small and Medium Enterprises "Raja Abon Makmur Lestari" on Shredded Products and Mix Marketing. Journal of Asian Multicultural Research for Economy and Management Study, 2.

Abstract

Raja Abon Makmur Lestari's business has good potential, resulting in considerable business competition. One of the businesses that produce shredded is Small and Medium Enterprises (UKM) Raja Abon Makmur Lestari. This business must apply a consumer-oriented marketing concept. The application of this concept is to determine the marketing mix consisting of product, price, promotion, and place. The purpose of this study was to analyze consumer assessments of the various attributes of shredded products and evaluate the results of the shredded product marketing mix strategy. The method used in this research is descriptive analysis, with the 4P marketing mix approach. The marketing mix strategy evaluation design involves internal parties, namely business owners, and external parties, namely consumers. The results of the discussion show that consumer assessment of products has guaranteed quality, consumer ratings of prices are in accordance with quality, consumer assessments of shredded product distribution are easy to obtain and consumer assessments of promotion by word of mouth are very efficient and easy to get information on social media. The evaluation results of the marketing mix for shredded products are in the range of 101-125. Based on this total value, it can be concluded that all the variables of the marketing mix carried out by the king of shredded and prosperous sustainable have been effective.

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