PENGARUH BAURAN PEMASARAN DAN PERSEPSI KONSUMEN TERHADAP KESEDIAAN MEMBAYAR PRODUK MELILEA DI BANGKALAN

Ariyandy, Dhendy (2018) PENGARUH BAURAN PEMASARAN DAN PERSEPSI KONSUMEN TERHADAP KESEDIAAN MEMBAYAR PRODUK MELILEA DI BANGKALAN. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This research aims to identify the factors that make consumer willingness to pay organic product from Melilea by investigating the impact of marketing mix and perception on willingness to pay Melilea’s organic product. The perception of 70 Indonesian Melilea consumer especially on Bangkalan City were used to examine the relationships among the constructs. The key finding was that Marketing mix positively influenced on consumer willingness to pay. The analysis also suggested that consumer perception positively influence consumer willingness to pay and their relationship was significant. The main contribution of this research is the development of a consumer willingness to pay organic product from Melilea. Knowledge of consumer willingness to pay can help Melilea marketing managers in developing strategies for improving consumer load factors and profitability. Key words : willingness to pay, organic product, marketing mix, consumer perception.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 13 Mar 2019 03:00
Last Modified: 13 Mar 2019 03:00
URI: http://eprints.perbanas.ac.id/id/eprint/4185

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