?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=SIKAP+DAN+PROSES+PENGAMBILAN+KEPUTUSAN+KONSUMEN+TERHADAP+PEMBELIAN+SERTA+STRATEGI+PEMASARAN+%0D%0AKOPI+BUBUK+BOLA+DUNIA+DAN+49+DI+KOTA+BANDAR+LAMPUNG%0D%0A&rft.creator=MERA+EPRIANI%2C+1314131067&rft.subject=HD28+Management.+Industrial+Management&rft.subject=Pertanian+(+Umum+)&rft.description=Penelitian+ini+bertujuan+untuk+mengetahui+karakteristik+konsumen%2C+sikap+konsumen%2C+tahapan+pengambilan+keputusan%2C+strategi+pemasaran%2C+dan+kinerja+pemasaran+Kopi+Bubuk+SBCBD+dan+Kopi+Bubuk+49+di+Kota+Bandar+Lampung.++Dua+merek+kopi+bubuk+dipilih+secara+sengaja+(purposive)%2C+dengan+pertimbangan+bahwa+Kopi+Bubuk+SBCBD+dan+Kopi+Bubuk+49+merupakan+kopi+bubuk+terkenal+dan+belum+terkenal+di+masyarakat.++Sampel+konsumen+kopi+sebanyak+70+orang+yang+dipilih+melalui+accidental+sampling+namun+sampel+strategi+pemasaran+dipilih+secara+sengaja+(purposive)+disesuaikan+dengan+tempat+penelitian.+Data+penelitian+dianalisis+secara+deskriptif+kualitatif+dan+kuantitatif%2C+dan+model+multiatribut+fishbein.+Hasil+penelitian+menunjukkan+bahwa+ka+rakteristik+konsumen+kopi+didominasi+oleh+usia+15-64+tahun+dengan+pekerjaan+sebagai+ibu+rumah+tangga+yang+berpendidikan+tamat+SMA%2C+dan+memiliki+3-5+anggota+keluarga.++Frekuensi+pembelian+kopi+bubuk+oleh+konsumen+kurang+dari+6+kali%2Fbulan+dengan+pendapatan+di+atas+Rp2.500.000%2C00%2F+bulan.++Pada+ukuran+kemasan+kopi+bubuk%2C+konsumen+Kopi+Bubuk+SBCBD+menyukai+ukuran+lebih+dari+%3E200+gram+sedangkan+konsumen+Kopi+Bubuk+49+menyukai+ukuran+kemasan+200+gram.++Hasil+analisis+sikap+konsumen+menunjukkan+bahwa+atribut+rasa+pada+kopi+bubuk+mendapat+skor+sikap+tertinggi+pada+analisis+sikap+konsumen.+Proses+pengambilan+keputusan+konsumen+dalam+pembelian+dua+merek+adalah+sama%2C+yaitu+pengenalan+kebutuhan%2C+pencarian+informasi%2C+evaluasi+alternatif%2C+keputusan+pembelian%2C+dan+evaluasi+pasca+pembelian.+Strategi+pemasaran+yang+dilakukan+Kopi+Bubuk+SBCBD+belum+sepenuhnya+menerapkan+aspek+bauran+pemasaran+seperti+diversifikasi+produk%3B+sedangkan+Kopi+Bubuk+49+sudah+menerapkan+aspek+bauran+pemasaran.++Kinerja+pemasaran+Kopi+Bubuk+SBCBD+dilihat+dari+volume+penjualan+dan+keuntungan+dalam+keadaan+stabil+tetapi+dilihat+dari+pertumbuhan+pelanggan+tidak+dapat+menarik+pelanggan+baru%3B+sedangkan+kinerja+pemasaran+Kopi+Bubuk+49+mengalami+peningkatan.%0D%0A%0D%0AKata+kunci+%3A+keputusan+pembelian%2C+kopi+bubuk%2C+pemasaran%2C+rasa%2C+sikap%0D%0A%0D%0A+ABSTRACT%0D%0A%0D%0A%0D%0AThis+study+aims+to+determine+the+characteristics+of+consumers%2C+consumers%E2%80%99+attitude%2C+the+stages+of+decision-making%2C+marketing+strategy%2C+and+marketing+performance+of+Coffee+Powder+SBCBD+and+Coffee+Powder+49+in+Bandar+Lampung.+Two+coffee+brands+were+chosen+purposively%2C+namely+SBCBD+and+49+for+its+famous+and+unfamous+for+the+community.++The+samples+of+coffee+consumers+were+70+people%2C+chosen+by+accidental+sampling.+In+addition%2C+samples+of+the+marketing+strategy+were+chosen+on+purpose+adjusted+by+the+location+of+this+research.+The+research+data+was+analyzed+by+descriptive+qualitative%2C+descriptive+quantitative+and+multi-attribute+fishbein+model.+The+results+showed+that+coffee+consumers+are+dominated+by+aged+15-64+years+old+people+whose+occupation+as+a+housewife%2C+graduated+from+high+school%2C+and+have+3-5+family+members.++Frequency+of+purchasing+coffee+powder+by+consumers+was+less+than+6+times+per+month+with+incomes+more+than+Rp2%2C500%2C000.00+per+month.++Base+on+the+packaging+size+of+the+coffee+powder%2C+the+consumers+of+Coffee+Powder+SBCBD+liked+the+packaging+size+that+more+than+%3E200+grams%2C+but+the+consumers+of+Coffee+Powder+49+liked+the+packaging+size+of+200+grams.++The+result+of+the+analysis+of+consumers%E2%80%99+attitude+showed+that+the+taste+of+coffee+powder+got+the+highest+score+on+the+analysis+of+consumers%E2%80%99+attitude.++The+stage+of+consumers%E2%80%99+purchasing+decisions+was+through+the+introduction+of+coffee+powder+needs%2C+information+search%2C+evaluation+of+alternative%2C+purchase+decision+and+post-purchase+evaluation.+The+marketing+strategy+made+by+Coffee+Powder+SBCBD+was+not+fully+applying+aspects+of+marketing+mix+such+as+diversification+product%3B+while+Coffee+Powder+49+have+implemented+aspects+of+marketing+mix.++The+marketing+performance+of+Coffee+Powder+SBCBD+based+on+the+volume+sales+and+advantage+was+stable+but+based+on+the+growth+of+consumers+could+not+attract+new+consumers%3B+while+of+Coffee+Powder+49+had+been+increasing.%0D%0A%0D%0AKeywords%3A+attitudes%2C+coffee+powder%2C+marketing%2C+purchasing+decisions%2C+taste%0D%0A&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2017-06-13&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F27531%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F27531%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F27531%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520%2520PEMBAHASAN.pdf&rft.identifier=++MERA+EPRIANI%2C+1314131067++(2017)+SIKAP+DAN+PROSES+PENGAMBILAN+KEPUTUSAN+KONSUMEN+TERHADAP+PEMBELIAN+SERTA+STRATEGI+PEMASARAN+KOPI+BUBUK+BOLA+DUNIA+DAN+49+DI+KOTA+BANDAR+LAMPUNG.++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F27531%2F