ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KUALITAS DAN KEMASAN BERAS KOPERASI DI MOJOKERTO
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Abstract
Penelitian analisis faktor-faktor yang mempengaruhi kualitas dan kemasan beras produk Koperasi, ditekankan kepada masalah pemasaran produk, dengan persepsi dan loyalitas konsumen. Dari sisi produsen, yakni koperasi produsen beras sebagai obyek penelitian kepada masalah tentang penting dan perlunya bauran pemasaran (Marketing Mix) dijadikan focus analisis dalam upaya untuk meningkatkan volume penjualan dan penguasaan pasar. Pembelian beras oleh para pelanggan dipengaruhi dari kualitas dan kemasan yang dilakukan oleh pihak koperasi produsen beras sehingga diharapkan mampu bersaing dengan beras-beras yang datangkan dari luar negeri ( beras import ) tetapi selama ini masyarakat sekitar masih bisa melakukan pembelian ulang ( loyal ) terhadap beras koperasi yang dijual di masyarakat sehingga apabila koperasi produsen beras tidak segera memperbaiki manajemen pemasarannya maka akan tertinggal dan tergerus oleh pasar bebas yang menyongsong masyarakat Indonesia.
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