ANALISIS PERILAKU KONSUMEN DAN PENGARUHNYA TERHADAP STRATEGI PEMASARAN USAHA MAKANAN KHAS PALEMBANG BERBASIS IKAN

ABSTRACT. South Sumatra has the big enough potential fishery, but not followed by a high consumption of fish, which only reached 24.9 kg per capita per year. The main reason is the lack of ability to process their own fish. Most fish consumed directly, but fish can be processed as a raw material in the producting a new product such as salted fish, fish jerky, shredded fish, fish ball and typical food Palembang known as pempek, model, tekwan, laksan, Kemplang and others. There are so many businesses that produce Pempek in Palembang city, ranging from home-based businesses to medium enterprises. The success of these bussiness in marketing, needs to be supported by an understanding of consumer behavior, so the producer can design what consumers want, and then on the basis of this understanding, companies can develop a marketing strategy. Studying consumer behavior is to learn how consumers make the decision to use the available resources (time, money and effort) to obtain the desired goods or services. If the company already has had information about the variables that influence consumer behavior, then the company can develop the right marketing strategy in terms of product, price, distribution and promotion. Keywords: consumer behavior, marketing strateg