Analisis Positioning Product Kecap Manis Lombok Gandaria dan Implikasinya terhadap Strategi Bauran Pemasaran (Studi Kasus di Kecamatan Jaten Kabupaten Karanyganyar)

Abstract

: This research aims to analyze the positioning of soy sweet sauce Lombok Gandaria among several brands of competitors, analyzing the advantages attribute soy sweet sauce Lombok Gandaria than competitor brands, and examine the marketing mix soy sauce Lombok Gandaria in District Jaten, Karanganyar. The rresearch method used in this research is descriptive survey techniques. The locations were selected intentionally (purposive) those are Palur Market,Sibedil Market, Balong Market, Jaten Market and Luwes Supermarket because it is based on consideration of the location of the consumer population that is able to represent the soy sweet sauce in Jaten Karanganyar. The data used in this research is primary data as the main data and secondary data as the supporting data. Data analysis method used in this research is analysis of Q-Cochran, Correspondence Analysis and Descriptive Analysis. The result of the research showed hat based on the Q-Cochran Analysis shows soy sweet sauce brand positioning Lombok Gandaria, Bango and ABC have the same posistion in the minds of consumers. Based on the analysis of Correspondence, soy sauce Lombok Gandaria advantage of them attribute delicious taste of soy sauce (A1), the packaging varies (A5), the suitability of volume (A6), a complete material composition (A8), reasonably priced (A10) and the availability of product (A13). Implications of the marketing mix strategy that can be done by PT. Lombok Gandaria in product mix viscosity is an improvement on the attributes of soy sauce, soy sauce and a distinctive aroma clarity expiration date on the package. Mix strategy at the firm price to do that is by maintaining the existing prices. Distribution mix strategy to do that with strategy firm with a distribution coverage intensive distribution strategy types. In the promotional mix strategies do companies is to make ads more attractive and hold the event as a means to communicate their products to the wider community