Analisis Persepsi Konsumen Terhadap Kebijakan Pemasaran Pada Toko Sinar Pagi Singkawang

Abstract

The purpose of this study was to determine how consumer perceptions of marketing policies at Sinar Pagi Singkawang Stores are. The method used is descriptive method with data collection techniques through interviews, questionnaires, and secondary data. The analysis used is qualitative analysis. The population in this study are consumers whose numbers cannot be known with certainty and the number of samples taken is as many as one hundred respondents using the accidental sampling method. The results obtained are that the product policy applied by Sinar Pagi Singkawang Shop is to provide very high quality and diverse products. The pricing policy that was set was quite successful because the prices of the products sold were quite cheap compared to other similar stores. The policy of the place is that it is very easy to find because it is located in a strategic location. Promotional policies carried out through nameplates. Good and friendly store employee service in serving consumers. The policy of physical evidence in the form of building conditions and room comfort are adequate to support the shopping process. A comfortable shopping process with good service so as to form a good perception in the minds of consumers