STRATEGI PEMASARAN DAN PERSEPSI KONSUMEN MIE SAGU DI KELURAHAN SELAT PANJANG SELATAN KECAMATAN TEBING TINGGI KABUPATEN MERANTI
Abstract: Sago is a potential source of carbohydrates which can be utilized for food diversification to reduce the burden on rice, which is currently not used optimally. One of the processed products from sago which is widely known by the people of Riau Province is sago noodle. This study aims to: (1) analyze the marketing strategy for sago noodles and (2) determine the consumers’ perception on sago noodles in Pekanbaru city and Selat panjang Selatan village, District of Tebing Tinggi, Kepulauan Meranti Regency. The research was conducted at sago noodle producers (cottage agroindustries) area in Selatpanjang Village, as this village is the sago production center in Meranti Regency. The results showed that the producers believe sago noodle is a well-known product and they did not conduct specific marketing strategies, as such that no special promotional efforts have been done to increase consumers’ interest to purchase their sago noodle products. The consumers considered sago noodle could serve as a staple food especially for breakfast, other than as snackfoods and as additional dishes at family gatherings. Based on the frequency of purchase, consumers at Kepulauan Meranti Regency purchased sago noodle more often than consumers at Pekanbaru city. Therefore there is a potential market open for sago noodle marketing to Pekanbaru city and outside Riau Province. Thus, the promotional strategy to introduce sago noodle is very important to increase the consumption of sago noodle, especially for the people in Pekanbaru City and outside Riau Province.
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