?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=BAURAN+PEMASARAN+DAN+LOYALITAS+KONSUMEN%0D%0ATAUCO+DI+KOTA+PRABUMULIH&rft.creator=Rini+%2C+Pradita&rft.subject=HD28+Management.+Industrial+Management&rft.subject=Pertanian+(+Umum+)&rft.description=Penelitian+ini+bertujuan+untuk+menganalisis%3A+bauran+pemasaran+dan+margin%0D%0Apemasaran%2C+karakteristik+konsumen%2C+atribut-atribut+yang+terdapat+dalam+tauco%2C%0D%0Aserta+tingkat+kepuasan+dan+loyalitas+konsumen+tauco+di+Kota+Prabumulih.%0D%0APenelitian+dilaksanakan+di+Pasar+Inpres+yaitu+pasar+tradisional+di+kota+Prabumulih.%0D%0ALokasi+penelitian+ditentukan+secara+sengaja+(purposive).+Responden+yang%0D%0Adiwawancarai+sebanyak+60+orang+ibu+rumah+tangga+dan+12+pedagang+yang+terdiri%0D%0Adari+1+pedagang+besar+dan+11+pedagang+pengecer+yang+kebetulan+dijumpai+di%0D%0Apasar+(accidental+sampling).+Tujuan+pertama+dijawab+dengan+analisis+deskriptif%0D%0Adan+analisis+margin+pemasaran%2C+tujuan+ke+dua+dan+ke+tiga+dijawab+dengan+analisis%0D%0Adestriptif%2C+sedangkan+tujuan+ke+empat+untuk+kepuasan+dianalisis+menggunakan%0D%0ACSI+(customer+satisfaction+index)+dan+untuk+loyalitas+konsumen+dianalisis%0D%0Amenggunakan+piramida+loyalitas+yang+terdiri+dari+switcher+buyer%2C+habitual+buyer%2C%0D%0Asatisfied+buyer%2C+liking+the+brand%2C+dan+committed+buyer.+Penelitian+menunjukkan%0D%0Ahasil+sebagai+berikut.+Bauran+pemasaran+tauco+terdiri+dari+4P+alat+pemasar+yaitu%0D%0Aproduct%2C+price%2C+place%2C+dan+promotion%2C+dengan+margin+pemasaran+tauco+yang+terdiri%0D%0Adari+saluran+pertama+dan+ke+dua%2C+konsumen+tauco+rata-rata+berumur+40+tahun%2C%0D%0Apendidikan+SMA+serta+memiliki+anggota+keluarga+4+orang%2C+dan+penghasilan+per%0D%0Abulan+sebesar+Rp5.341.666.+Atribut-atribut+yang+terdapat+dalam+tauco+meliputi%0D%0Arasa%2C+tekstur+tauco%2C+aroma+tauco%2C+kondisi+kemasan%2C+kebersihan+produk%2C+harga%0D%0Atauco%2C+kemudahan+mendapatkan+produk%2C+dan+promo+penjualan.+Konsumen+tauco%0D%0Adi+kota+Prabumulih+memiliki+tingkat+kepuasan+terhadap+tauco+yang+tinggi%0D%0A(CSI%3D71%2C2%25).+Berdasarkan+piramida+loyalitas%2C+konsumen+tauco+termasuk+pada%0D%0Akategori+loyal+di+mana+nilai+switcher+buyer+hanya+sebesar+6%2C7%25.%0D%0AKata+kunci%3A+bauran+pemasaran%2C+CSI%2C+konsumen%2C+loyalitas%2C+tauco%0D%0A%0D%0Aabstract%0D%0A%0D%0ATHE+MARKETING+MIX+AND+LOYALTY+OF+THE+CUSTOMERS%0D%0AOF+TAUCO+IN+PRABUMULIH%0D%0A%0D%0AThe+aims+of+this+research+are+to+analyze%3A+marketing+mix+and+marketing+margin%2C%0D%0Acostumer%E2%80%99s+characteristics%2C+attributes+contained+in+tauco%2C+as+well+as+the+level+of%0D%0Acustomer%E2%80%99s+satisfaction+and+loyalty+toward+tauco+in+Prabumulih.+The+research+was%0D%0Aconducted+at+the+Inpres+Market%2C+a+traditional+market+in+Prabumulih.+The+research%0D%0Alocation+was+determined+purposively.+The+number+of+interviewed+respondents%0D%0Awere+60+housewives+and+12+vendors+consisting+of+1+wholesalers+and+11+retailers%0D%0Awho+were+happened+to+be+found+in+the+market+(accidental+sampling).+The+first%0D%0Aobjective+was+answered+by+descriptive+analysis+and+marketing+margins+analysis%2C%0D%0Athe+second+and+the+third+were+answered+by+descriptive+analysis%2C+whereas+the%0D%0Afourth+was+calculated+by+analysis+of+CSI+(customer+satisfaction+index)+for+the%0D%0Asatisfaction%2C+and+by+pyramid+loyalty+analysis+for+the+loyalty.+The+CSI+consisted+of%0D%0Aswitcher+buyer%2C+habitual+buyer%2C+satisfied+buyer%2C+liking+the+brand%2C+and+committed%0D%0Abuyer.+The+research+showed+that+the+marketing+mix+of+tauco+consisted+of+4P+tool%0D%0Amarketers+are%2C+product%2C+price%2C+place+and+promotion.+The+marketing+margin+of%0D%0Atauco+consisted+of+the+first+and+the+second+channel.+Costumer%E2%80%99s+of+tauco+were+in%0D%0Aaverage+of+40+years+old%2C+finished+their+education+until+senior+high+school%2C+had+4%0D%0Afamily+members%2C+and+income+per+month+amounted+to+Rp5.341.666.+The+attributes%0D%0Aof+tauco+were+taste%2C+texture%2C+flavor%2C+condition+of+the+packaging%2C+product+hygiene%2C%0D%0Atauco%E2%80%99s+price%2C+ease+of+getting+products%2C+and+sales+promotion.+The+customers+of%0D%0Atauco+in+Prabumulih+were+belonged+to+be+loyal+customers+with+a+high+level+of%0D%0Asatisfaction+(CSI+%3D+71.2%25).+Based+on+the+pyramid+loyalty%2C+costumers+of+tauco%0D%0Awere+categorized+as+loyal+costumers+for+the+value+of+switcher+buyer+was+only%0D%0A6.7%25.%0D%0AKeywords%3A+costumers%2C+CSI%2C+marketing+mix%2C+loyalty%2C+tauco&rft.publisher=Fakultas+Pertanian&rft.date=2015-12-08&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F16275%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F16275%2F2%2FABSTRACT.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F16275%2F3%2FCOVER%2520DALAM.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F16275%2F4%2FCOVER%2520DEPAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F16275%2F5%2FDAFTAR%2520%2520TABEL.pdf&rft.format=text&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