TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints80672
UR  - http://digilib.unila.ac.id/80672/
A1  - AZZAH , MUTIA 
Y1  - 2024/10/28/
N2  - The bakery industry is experiencing rapid growth along the increasing demand for
practical and quality products, supported by innovation and increased production
capacity. Ghania's Cake, located in Kemiling District, Bandar Lampung City, is
one of the industry that is interesting to study. This study aims to analyze
consumer attitudes as well as the performance and importance of marketing mix
attributes on Ghania's Cake products. This study uses two methods, namely the
fishbein multi-attribute method to measure consumer attitudes towards marketing
mix attributes, and the Importance Performance Analysis (IPA) method to
evaluate the performance and importance of these attributes. The attributes
analyzed include taste, quality, menu variants, packaging, durability, price,
discounts, payment methods, location, place conditions, delivery services,
transportation range, attractiveness, discounts on certain events, and advertising
media. The results showed that the attribute with the highest attitude value was
taste (20.20), while the lowest attitude value was the transportation range attribute
(15.67). Analysis of the performance and importance of attributes reveals that the
attributes included in quadrant I (top priority) are the condition of the place.
Attributes included in quadrant II (maintain achievement) include taste, aroma,
quality, menu variants, packaging, durability, and appearance. Attributes included
in quadrant III (priority) include taste, aroma, quality, menu variants, packaging,
durability, and appearance.
Keywords: Marketing mix, product attributes, fishbein, importance performance
analysis, ghania's cake

Industri bakery mengalami pertumbuhan pesat seiring meningkatnya permintaan
akan produk yang praktis dan berkualitas. Ghania?s Cake, yang berlokasi di
Kecamatan Kemiling, Kota Bandar Lampung, salah satu industri yang menarik
untuk diteliti. Penelitian ini bertujuan untuk menganalisis sikap konsumen serta
kinerja dan kepentingan atribut-atribut bauran pemasaran pada produk Ghania?s
Cake. Penelitian ini menggunakan dua metode, yaitu metode multiatribut fishbein
untuk mengukur sikap konsumen terhadap atribut-atribut bauran pemasaran, serta
metode Importance-Performance Analysis (IPA) untuk mengevaluasi kinerja dan
kepentingan atribut tersebut. Atribut yang dianalisis mencakup rasa, kualitas,
varian menu, pengemasan, keawetan, harga, potongan harga, metode pembayaran,
lokasi, kondisi tempat, jasa pesan antar, jangkauan transportasi, daya tarik, diskon
pada acara tertentu, dan media iklan. Hasil penelitian menunjukkan bahwa atribut
dengan nilai sikap tertinggi adalah rasa (20,20), sedangkan nilai sikap terendah
terdapat pada atribut jangkauan transportasi (15,67). Analisis kinerja dan
kepentingan atribut mengungkapkan bahwa atribut yang termasuk dalam kuadran
I (prioritas utama) adalah kondisi tempat. Atribut yang termasuk dalam kuadran II
(pertahankan prestasi) meliputi rasa, aroma, kualitas, varian menu, pengemasan,
keawetan, dan tampilan. Atribut yang masuk dalam kuadran III (prioritas rendah)
mencakup potongan harga, metode pembayaran, lokasi, jasa pesan antar,
jangkauan transportasi, daya tarik, promosi, dan diskon pada acara tertentu.
Atribut yang tergolong dalam kuadran IV (berlebihan) adalah harga, harga relatif
murah, dan media iklan.
Kata Kunci: Bauran pemasaran, atribut produk, fishbein, importance
performance analysis, ghania?s cake
PB  - FAKULTAS PERTANIAN
TI  - ANALISIS SIKAP KONSUMEN DAN KINERJA BAURAN PEMASARAN
(4P) HOME INDUSTRY GHANIA?S CAKE, KECAMATAN KEMILING,
KOTA BANDAR LAMPUNG
AV  - restricted
ER  -