Detail Cantuman

“Analysis of Marketing Mix Effect on Brand Image of Rice Product At UD. Salsa Mulya”
Dewi Afkarina
Agroindustry Management Study Program
Agribusiness Management Department
ABSTRACT
The rapid growth of population, demanded the fulfillment of increasing the quantity of rice production, so that rice will become a strategic commodity which hold an important role in the national economy because rice is the staple food for the population so that the system of rice agribusiness hold a strategic role in stabilizing food quality. The large number of rice industry at the market caused a strong competition among them, so that the company must apply strategic marketing techniques for their products. Generally, the policy of choosing brand caused a company able to survive in high competition. This study used census Respondents method, selected 16 people which then divided into owners and distributors. The owner being the sample. The results of the research known that based on simultaneous regression testing independents variables of Products, Prices, Distribution Channels, and Promotions simultaneously have significant effect on Brand Image. Based on partial test Product, Price, Distribution Channel variables has significant effect on Brand Image of rice product while Promotion variable has insignificant effect on Brand Image of rice product. Based on partial test Product, Price, Distribution Channel variables has significant effect on Brand Image of rice product while Promotion variable has insignificant effect on Brand Image of rice product. The results of partial regression coefficient test concluded that Price has a dominant influence on the Brand Image of rice products.
Keywords: Brand Image, product, price, distribution channel and promotion



“Analisis Pengaruh Bauran Pemasaran Terhadap Brand Image Produk Beras Pada UD. Salsa Mulya”
Dewi Afkarina
Program StudiManajemen Agroindustri
JurusanManajemenAgribisnis
ABSTRAK
Semakin pesatnya pertambahan penduduk, menuntut pemenuhan jumlah kuantitas produksi beras yang terus meningkat, maka beras akan menjadi komoditas strategis yang memegang peranan penting dalam perekonomian nasional karena beras merupakan makanan pokok penduduk sehingga sistem agribisnis beras berperan strategis dalam pemantapan ketahanan pangan. Industri beras yang banyak beredar dipasar mengakibatkan timbulnya persaingan yang kuat diantara mereka sehingga perusahaan harus menerapkan teknik pemasaran produk berasnya secara strategis. Umumnya kebijakan memilih merek mampu menyebabkan suatu perusahaan agar dapat bertahan dalam menghadapi tingginya persaingan. Penelitian ini menggunakan metode sensus Responden yang dipilih berjumlah 16 orang yang terbagi atas pemilik dan distributor. Pemilik yang menjadi sampel. Dari hasil penelitian diketahui bahwa berdasarkan pengujian regresi secara serempak variabel independen Produk, Harga, Saluran Distribusi, dan Promosi secara serempak berpengaruh signifikan terhadap Brand Image. Berdasarkan pengujian secara parsial Variabel Produk, Harga, Saluran Distribusi berpengaruh signifikan terhadap Brand Image produk beras sedangkan variabel Promosi berpengaruh tidak signifikan terhadap Brand Image produk beras. Hasil pengujian koefisien regresi secara parsial diperoleh kesimpulan bahwa variabel Harga memiliki pengaruh dominan terhadap Brand Image produk beras.
Kata Kunci :Brand Image, produk, harga, saluran distribusi dan promosi