ANALISIS POSITIONING DAN KEBERLANJUTAN UMKM INDUSTRI MAKANAN RINGAN RUMAHTANGGA MENUJU PEREKONOMIAN DAERAH YANG BERDAYA SAING

Abstrak

This research purpose are; 1) to explain the IMRRT’s product from customer persfective i.e., flavors, packaging, assesibilities, price, hyangienities, and nutrition content, and 2) to explain marketing program that intended to improve IMRRT’s product accroding to those atributes. Based on primary data analysis, it is found reasons to provide IMRRT’sproduct have some resons: the availability prurposes, store to purchase, and the the shopping tencendy on modern retailer. Furthermore, according to IPA conceptual there are two conditions for IMRRT’s product: quadrant I relates to the atribute packaging, hygienity, and product durability. This condition refer to this atribute is important but the product performance can not fulfill it. And, quadrant II is related to product atribute i.e, assebilility, price, nutrition content,and the flavor. It indicates that in these atribut, consumer has experience that IMRRT’s product can fulfill. Hence, the IMRRT produsen should to sustain the quadrant I and improve the quadrant II. Local Government hence should prepare proper policy due to the fact of retail modern establihment that could not use as the marketing channel of IMRRT’s product. Product atributes, modern retailer, kuadrant, and IMRRT