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Atikah Nurhayati
Fisheries Study Program, Padjadjaran University, Indonesia
Agriculture, Biological Sciences & Forestry

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Analisis Perilaku Konsumen dalam Pengambilan Keputusan Pembelian Ikan Segar Dan Produk Olahan Ikan di Kabupaten Garut Rama Bergawa Raja Dame; Ine Maulina; Asep Agus Handaka Suryana; Atikah Nurhayati
Jurnal Perikanan Unram Vol 14 No 3 (2024): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v14i3.1017

Abstract

This research aims to analyze consumer behavior in making decisions to purchase fresh fish and processed fish products at the Garut Fish Culinary Center. Data collection and processing was carried out in January – June 2024 at Tarogong Kaler District, Garut Regency. The research method used is the case study method and the sampling technique is accidental sampling. Data analysis uses Spearman Rank and descriptive marketing mix. In this research, the variables that influence consumers' decision to purchase fresh fish are found, namely product and service motivation, and income motivation for processed fish products. The results of the marketing mix research (7P) are 1) Fresh fish product mix in the form of carp, tilapia, gourami, nilem and catfish, while processed fish products include fried fish and grilled fish. 2) Price mix for fresh fish, carp and tilapia ranging from IDR 35,000-IDR 38,000/kg, gourami IDR 60,000/kg, nilem fish and catfish IDR 25,000/kg and processed fish products starting from IDR 25,000/portion, 3 ) Place mix in the form of first floor for fresh fish commodities and second floor for processed fish product commodities, 4) Promotion mix in the form of word of mouth and business cards, 5) People mix in the form of sellers and buyers, 6) Process mix, including buying and selling flow to payment methods, and 7) Physical evidence mix in the form of banners and menu cards. Key words: Marketing Mix Test, Purchase Motivation, Word of Mouth (WOM) and Spearman Rank Correlation
Tingkat Kepuasan Konsumen Pada Toko-Toko Ikan Hias di Kecamatan Cileunyi (Studi Kasus Toko-Toko Ikan Hias di Kecamatan Cileunyi) Galih Muhammad Hanuky; Asep Agus Handaka Suryana; Ine Maulina; Atikah Nurhayati
Jurnal Perikanan Unram Vol 14 No 3 (2024): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v14i3.1022

Abstract

This research aims to analyze characteristics of consumers and sellers as well as level of consumer satisfaction in ornamental fish shops in Cileunyi District and analyze main variables that greatly influence level of consumer satisfaction. Data collection and processing was carried out in May – June 2024 at Cileunyi District, Bandung Regency. The research method used is case study method, with a sampling technique namely purposive sampling. The analysis used is Customer Satisfaction Index (CSI) and Descriptive Marketing Mix. The results of this research showed that CSI value was 80.5% in satisfied category. The main variables that most influence consumer satisfaction are variables of medicinal and vitamin products for ornamental fish, ornamental fish in healthy condition, traders providing information that is easy for consumers to understand, ornamental fish traders greeting
Co-Authors Galih Muhammad Hanuky Handaka, Asep Agus Ine Maulina Rama Bergawa Raja Dame