?url_ver=Z39.88-2004&rft_id=2054231007&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+SIKAP+KONSUMEN+DAN+KINERJA+BAURAN+PEMASARAN%0D%0A(4P)+HOME+INDUSTRY+GHANIA%E2%80%99S+CAKE%2C+KECAMATAN+KEMILING%2C%0D%0AKOTA+BANDAR+LAMPUNG&rft.creator=AZZAH+%2C+MUTIA+&rft.subject=630+Pertanian+dan+teknologi+yang+berkaitan&rft.description=The+bakery+industry+is+experiencing+rapid+growth+along+the+increasing+demand+for%0D%0Apractical+and+quality+products%2C+supported+by+innovation+and+increased+production%0D%0Acapacity.+Ghania's+Cake%2C+located+in+Kemiling+District%2C+Bandar+Lampung+City%2C+is%0D%0Aone+of+the+industry+that+is+interesting+to+study.+This+study+aims+to+analyze%0D%0Aconsumer+attitudes+as+well+as+the+performance+and+importance+of+marketing+mix%0D%0Aattributes+on+Ghania's+Cake+products.+This+study+uses+two+methods%2C+namely+the%0D%0Afishbein+multi-attribute+method+to+measure+consumer+attitudes+towards+marketing%0D%0Amix+attributes%2C+and+the+Importance+Performance+Analysis+(IPA)+method+to%0D%0Aevaluate+the+performance+and+importance+of+these+attributes.+The+attributes%0D%0Aanalyzed+include+taste%2C+quality%2C+menu+variants%2C+packaging%2C+durability%2C+price%2C%0D%0Adiscounts%2C+payment+methods%2C+location%2C+place+conditions%2C+delivery+services%2C%0D%0Atransportation+range%2C+attractiveness%2C+discounts+on+certain+events%2C+and+advertising%0D%0Amedia.+The+results+showed+that+the+attribute+with+the+highest+attitude+value+was%0D%0Ataste+(20.20)%2C+while+the+lowest+attitude+value+was+the+transportation+range+attribute%0D%0A(15.67).+Analysis+of+the+performance+and+importance+of+attributes+reveals+that+the%0D%0Aattributes+included+in+quadrant+I+(top+priority)+are+the+condition+of+the+place.%0D%0AAttributes+included+in+quadrant+II+(maintain+achievement)+include+taste%2C+aroma%2C%0D%0Aquality%2C+menu+variants%2C+packaging%2C+durability%2C+and+appearance.+Attributes+included%0D%0Ain+quadrant+III+(priority)+include+taste%2C+aroma%2C+quality%2C+menu+variants%2C+packaging%2C%0D%0Adurability%2C+and+appearance.%0D%0AKeywords%3A+Marketing+mix%2C+product+attributes%2C+fishbein%2C+importance+performance%0D%0Aanalysis%2C+ghania's+cake%0D%0A%0D%0AIndustri+bakery+mengalami+pertumbuhan+pesat+seiring+meningkatnya+permintaan%0D%0Aakan+produk+yang+praktis+dan+berkualitas.+Ghania%E2%80%99s+Cake%2C+yang+berlokasi+di%0D%0AKecamatan+Kemiling%2C+Kota+Bandar+Lampung%2C+salah+satu+industri+yang+menarik%0D%0Auntuk+diteliti.+Penelitian+ini+bertujuan+untuk+menganalisis+sikap+konsumen+serta%0D%0Akinerja+dan+kepentingan+atribut-atribut+bauran+pemasaran+pada+produk+Ghania%E2%80%99s%0D%0ACake.+Penelitian+ini+menggunakan+dua+metode%2C+yaitu+metode+multiatribut+fishbein%0D%0Auntuk+mengukur+sikap+konsumen+terhadap+atribut-atribut+bauran+pemasaran%2C+serta%0D%0Ametode+Importance-Performance+Analysis+(IPA)+untuk+mengevaluasi+kinerja+dan%0D%0Akepentingan+atribut+tersebut.+Atribut+yang+dianalisis+mencakup+rasa%2C+kualitas%2C%0D%0Avarian+menu%2C+pengemasan%2C+keawetan%2C+harga%2C+potongan+harga%2C+metode+pembayaran%2C%0D%0Alokasi%2C+kondisi+tempat%2C+jasa+pesan+antar%2C+jangkauan+transportasi%2C+daya+tarik%2C+diskon%0D%0Apada+acara+tertentu%2C+dan+media+iklan.+Hasil+penelitian+menunjukkan+bahwa+atribut%0D%0Adengan+nilai+sikap+tertinggi+adalah+rasa+(20%2C20)%2C+sedangkan+nilai+sikap+terendah%0D%0Aterdapat+pada+atribut+jangkauan+transportasi+(15%2C67).+Analisis+kinerja+dan%0D%0Akepentingan+atribut+mengungkapkan+bahwa+atribut+yang+termasuk+dalam+kuadran%0D%0AI+(prioritas+utama)+adalah+kondisi+tempat.+Atribut+yang+termasuk+dalam+kuadran+II%0D%0A(pertahankan+prestasi)+meliputi+rasa%2C+aroma%2C+kualitas%2C+varian+menu%2C+pengemasan%2C%0D%0Akeawetan%2C+dan+tampilan.+Atribut+yang+masuk+dalam+kuadran+III+(prioritas+rendah)%0D%0Amencakup+potongan+harga%2C+metode+pembayaran%2C+lokasi%2C+jasa+pesan+antar%2C%0D%0Ajangkauan+transportasi%2C+daya+tarik%2C+promosi%2C+dan+diskon+pada+acara+tertentu.%0D%0AAtribut+yang+tergolong+dalam+kuadran+IV+(berlebihan)+adalah+harga%2C+harga+relatif%0D%0Amurah%2C+dan+media+iklan.%0D%0AKata+Kunci%3A+Bauran+pemasaran%2C+atribut+produk%2C+fishbein%2C+importance%0D%0Aperformance+analysis%2C+ghania%E2%80%99s+cake&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2024-10-28&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F80672%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F80672%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F80672%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++AZZAH+%2C+MUTIA+++(2024)+ANALISIS+SIKAP+KONSUMEN+DAN+KINERJA+BAURAN+PEMASARAN+(4P)+HOME+INDUSTRY+GHANIA%E2%80%99S+CAKE%2C+KECAMATAN+KEMILING%2C+KOTA+BANDAR+LAMPUNG.++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.++++(Submitted)++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F80672%2F