ANALISIS HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN EASY PASTA
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ANALYSIS OF PRICE AND PROMOTION ON CONSUMER PURCHASE DECISION EASY PASTA Dream Food Entreprise is a company engaged in the field of food and beverage. Dream Food Entreprise offers pasta products processed in the form of frozen spaghetti ready to eat with brand name Easy Pasta. The research aimed to find out how price and promotional influence consumer purchasing decisions Easy Pasta. Method used in this study is qualitative description method. Data collection in this study using a type of in-depth interviews that were conducted to four speakers. To support this research, sources selected in this study consisted of three customers who have bought and consumed Easy Pasta product with different backgrounds. One of the resource is competitor’s company that sells same kind of products, which is frozen food. The results of this study indicate that the price and promotion given by Easy Pasta will affect consumer purchasing decisions. Consumers will tend to choose products that are considered cheap that suit with consumer perception. Consumer perception is determined by the quality, quantity, taste and packaging which are offered. Interesting exhibition cause consumers interested in knowing the product of Easy Pasta. Consumers will make the purchase decision if they has been informed about the products according to the needs of consumers, especially if the consumer has the opportunity to try the product through the tester. Research shows that price is the most important indicator for the consumer in determining purchasing decisions. Therefore the management of the company is recommended to improve pricing strategy in accordance with the offered products. In addition, it is also suggested to retain the promotional strategy that has been done by the company which is exhibition to make it easier for consumers to get information in making purchasing decisions.