PENGARUH BAURAN PEMASARAN DALAM UPAYA PENETRASI PASAR PRODUK DODOL RUMPUT LAUT PADA UKM AISYIAH KUPANG

Abstract

The purpose of this research is 1). To describe the product, pricing, distribution
channels and promotion in an effort to market penetration of products dodol seaweed on
UKM Aisyiah Kupang, 2). To determine the significant influence of product, price,
distribution channels and partially on the promotion of market penetration of products dodol
seaweed on UKM Aisyiah Kupang, 3). To determine the significance of the effect of the
product, price, distribution and promotion channels simultaneously to the market penetration
of products dodol seaweed on UKM Aisyiah Kupang.
The population in this study is consumers who buy dodol seaweed. While the
respondents amounted to 96 people were taken by purposive sampling method with
consideration is that consumers who buy dodol more than twice. Methods of data collection
using the questionnaire.
The results showed 1). Descriptive product, price, distribution channels, promotion
and market penetration in the high category with the value of the highest average rat is the
variable product of 4.09 and the lowest price variable of 3.45 2). Partial influence of the
product on the market penetration in this study is more dominant compared to the price,
distribution channels and promotion in the amount of 13.234 while price, distribution
channels and promotion of 1.686, 1.591 and -1.528 3). Simultaneously four variables
influence the market penetration shown by F test 117.723 with a significance level of 0.000
4). The coefficient of determination obtained by 0,838 this means 83.8% market penetration
explained by the variable product, price, distribution channels and promotion.