ANALISIS PERSEPSI ATAS ASPEK PEMASARAN KACANG GORENG TALU SERTA PENGARUHNYA PADA LOYALITAS KONSUMEN

Abstract

Talu Roasted Nut produced hereditary by craftsmen in Talu hadfamous savory taste. This product was very potential to be developed as main business especially for local communities. The Government efforts in order to effectively develop this product became a huge business community, should be supported by a professional marketing concept. To contributefor marketing strategy of this product, this research analyzed how the level of consumer perception toward the marketing diffused during the time and how the correlation on customer loyalty. The level of perception was measured by the TCR concept and confirmed with the Arikunto scale. The result showed only products qualityachieveda good ranking, price in sufficient level, promotion and distribution were at unfavorable rate. Meanwhile, consumer loyalty on this product was on the good level.It was only product qualities that correlate with consumer loyalty. The result of this study implied that for development the Talu roaste Nut,the product qualityshould be maintained especially about the taste, while assuredness of quality standard and packaging should be improved. In order to expand the area of marketing,this product should be revised the price aspect, promotion and distribution channels. Keywords: Customer loyalty, product, price, promotion and distribution channels