THE EFFECT OF THE MARKETING MIX OF THE PROMOTION OF BLACK STICKY RICE AND ITS PROCESSED PRODUCTS THROUGH SOCIAL MEDIA ON DIROSETY’S CONSUMER INTEREST IN BANDUNG CITY

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Rahmat Sudiyat
Ridwan Setiawan

Abstract

Background:The large number of snack products makes the level of competition tighter resulting in consumers having a high bargaining position on product quality, product prices, strategic locations, and promotions offered by a company, 70% of Dirosety consumers stated that the promotions carried out were still low. This study aims to find out, 1) The effect of product quality, price, place, promotion of Black Sticky Rice Tape and its processed products on Consumer Interest of Dirosety Bandung in Bandung City, 2) The marketing mix that most contributes to consumer interest in Dirosety Bandung in Bandung City, 3) The influence of marketing promotion mix through social media of Black Sticky Rice and its Processed Products on the interest of Bandung Dirosety Consumers in Bandung City.


Method: The research design used surveys and quasi-experiments, the number of samples was 100 consumers.


Result: The results of this study are the price mix 34% of consumers said it was expensive, 55% of consumers said it was easy to reach and obtained, 41% of consumers said the promotion was not attractive, 75% of consumers said the product was attractive, 45% of consumers were less attractive all mixes contributed to consumer interest of 65.5%, but the Promotion mix contributed the most (5,554) compared to the other mixes. The results of the quasi-experimental promotion through V. Vlog Youtube have an effect on interest in Black Sticky Rice and its Processed Products. Recommendations include the marketing of a product must involve related factors including price, place, promotion, and product and in marketing a product, promotion plays an important role, especially promotion through social media such as V.Flog Youtube.


Conclusion: All marketing mix factors have an effect on Consumer Interest of Bandung Dirosety in Bandung City, promotion has the most contributes to Dirosety Bandung's consumer, and promotional marketing mix through social media of Black Sticky Rice and its processed products affect the interest of Bandung Dirosety Consumers in Bandung City.

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