Strategi Pemasaran Minuman Probiotik Olahan Buah Naga Dan Analisis Tingkat Kepuasan Terhadap Atribut Produk Di Koto Panjang Nagari Kapau, Sumatera Barat

Abstract

Efforts to improve the community's economy and the use of out-of-grade dragon fruit, the Nagari Regional Government and the Al-Barokah group are willing to carry out research-based community economic empowerment, namely diversification of processed dragon fruit. Innovation can be done through diversification of processed dragon fruit into biofruit drinks that are nutritious for health (Albrobiofruit drinks). It is important to have a strategy to introduce and market the product. This research aims to analyze the segmentation, target and market position of dragon fruit beverage products, as well as measure the consumer satisfaction index on product attributes. Respondents were decided purposively about 111 people. The analytical method implemented is the Customer Satisfaction Index (CSI) method to identify the level of buyer satisfaction, segmentation, targeting, and positioning (STP) of Albrobiofruit beverage products. According to the results of the study, the level of buyer satisfaction was achieved from the CSI calculation of 82.89% which described the level of buyer satisfaction with the quality attributes of Albrobifruit products referred to in the "very satisfied" category. Determination of Segmentation, Targeting, and Positioning based on demographic characteristics and buyer ratings. The strategic formulation of the analysis for Albrobiofruit products is to add product promotions so that they are recognized by the entire group, monitor product quality and provide good service. Not only that, it is necessary to carry out efforts to knit and defend cooperation with government and private factions to support product promotions