PERUMUSAN STRATEGI BERSAING JAHE INSTAN PRODUK CV. INTRAFOOD SURAKARTA MENGGUNAKAN PERCEPTUAL MAPPING

Mohd. Harisudin, Emi Widiyanti, Anita Suharyati

Abstract


Abstrak

Penelitian ini bertujuan untuk mengetahui posisi bersaing jahe instan produk CV. Intrafood dan strategi bersaing yang dapat direkomendasikan untuk meraih keberasilannya. Metode dasar yang digunakan adalah analisis deskriptif. Penentuan lokasi penelitian ditentukan dengan metode purposive, yaitu CV. Intrafood Surakarta. Jenis data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Metode analisis data menggunakan analisis Perceptual Mapping. Dari hasil penelitian diperoleh informasi bahwa jahe instan produk CV Intrafood berada pada peringkat ke-2 dari produk empat jahe instan yang diperbandingkan. Atribut yang dapat dijadikan kekuatan utama dalam meningkatkan pemasaran jahe instan produk CV. Intrafood adalah manfaat produk. Sisi yang paling lemah adalah atribut desain kemasan dan kinerja produk dalam kemasan. 

 

Abstract

This study aims to determine the competitive position of the product instant ginger CV. Intrafood and competitive strategy can be recommended to achieve success. The basic method used is descriptive analysis. Determining the location of the study are determined by purposive method, namely CV. Intrafood Surakarta. Data used in this study is primary data and secondary data. Method analyzed using Perceptual Mapping. From the results of the study concluded that instant ginger of CV Intrafood product ranks second of four instant ginger products are compared. Attributes that can be used as a major force in improving product marketing instant ginger CV. Intrafood is the benefits of the product. The weakest side is the packaging design and performance attributes of the product in the packaging.


Keywords


Jahe Instan, Strategi, Perceptual Mapping

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DOI: https://doi.org/10.21107/agriekonomika.v2i2.428

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