Strategi pedagang terhadap minat beli konsumen kopi tora moka beli 3 gratis 1 di Pasar Tradisional Kahayan Kota Palangka Raya

Asrita, Faridha (2019) Strategi pedagang terhadap minat beli konsumen kopi tora moka beli 3 gratis 1 di Pasar Tradisional Kahayan Kota Palangka Raya. Undergraduate thesis, IAIN Palangka Raya.

Text Skripsi Faridha Asrita - 1504120434.pdf Download (1MB)

Abstract

Berbagai banyaknya jenis kopi yang dijual di pasar, khususnya produk Kopi Torabika merupakan salah satu kopi yang cukup ramai diproduksi dan dijual akhir-akhir ini. Adapun jenis-jenis produk Kopi Torabika yang beredar di masyarakat Kota Palangka Raya adalah Torabika Duo, Torabika Duo Susu, Torabika Jahe Susu, Torabika Moka, Torabika 3 in One, Torabika Cappuccino, Kopiko Brown Coffee, Kopiko White Coffee, Kopiko White Mocca. Hal menarik lainnya bahwa PT.Torabika Eka Semesta telah mengeluarkan produk terbaru yaitu Tora Moka dengan promosi beli 3 gratis 1 untuk menarik minat konsumen agar produk tersebut laris di pasaran. Dengan rumusan masalah (1) Bagaimana pendapat pedagang pasar tradisional pasar kahayan tentang minat konsumen Kopi Tora Moka beli 3 gratis 1? (2) Bagaimana pendapat pedagang terhadap strategi penjualan Kopi Tora Moka beli 3 gratis 1? (3) Bagaimana dampak ekonomi pedagang pasar tradisional kahayan yang menjual Kopi Tora Moka beli 3 gratis 1?
Penelitian ini merupakan penelitian lapangan (field research) menggunakan metode penelitian kualitatif. Pendekatan dalam penelitian ini adalah kualitatif deskriptif. Adapun subjek penelitian ini adalah pedagang Pasar Tradisional Kahayan di Jalan Tjilik Riwut Km 1 Palangka Raya. Teknik pengumpulan datanya dengan observasi, wawancara, dan dokumentasi. Teknik pengabsahan datanya menggunakan triangulasi teori dan sumber dengan mengumpulkan data dan informasi dari berbagai sumber yang berbeda. Hasil penelitian ini adalah minat beli konsumen dari keseluruhan subjek bahwa konsumen menyukai produk kopi yang berbonus daripada kopi yang tidak berbonus. Serta, hampir semua subjek selalu menawarkan produk kopi tora moka beli 3 gratis 1 untuk menarik perhatian konsumen dan dampak pedagang yang menjual kopi tora moka beli 3 gratis 1, pendapatannya bertambah karena adanya produk kopi yang berpromosi.

ABSTRACT

There are various types of coffee that are sold in the market, especially the product of Torabika Coffee is one of coffee that massively produce and sell lately. The types of Torabika Coffee products that are circulate in the society Palangka Raya are Torabika Duo, Torabika Duo Susu, Torabika Jahe Susu, Torabika Moka, Torabika 3 in One, Torabika Cappuccino, Kopiko Brown Coffee, Kopiko White Coffee, Kopiko White Mocca. Another interesting thing is PT. Torabika Eka Semesta has released the latest product, which is Tora Moka with the promotion of buy 3 get 1 free to attract consumer interest so the product is in demand in the market, with the formulation of the problem (1) How does the opinion of traditional market traders about the interest of consumers of tora mocca coffee buy 3 get 1? (2) How does the opinion of traders to selling strategy about tora mocca coffee buy 3 get 1? (3) how does the economic impact of traditional kahayan tora mocca coffee buy 3 get 1?
This research is a field research used qualitative research methods and descriptive qualitative approach. The subjects of this study were traders of Kahayan Traditional Market on Jalan Tjilik Riwut Km 1 Palangka Raya. Data collection techniques are observation, interviews, and documentation. The data validation technique used triangulation theory and sources by gathering data and information from a variety of different sources. The results of this study are the consumers buying interest from all of subjects stated that consumers prefer coffee products that have a bonus than coffee products that does not have bonus. Also, almost all of subjects always offer Tora Moka coffee products buy 3 get 1 free to attract the consumers and the impact of traders who sell Tora Moka coffee buy 3 get 1 free, their income increases due to coffee products that on promo.

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