ANALISIS PERCEIVED QUALITY ROKOK KRETEK RINGAN DI DKI JAKARTA DAN IMPLIKASLNYA PADA STRATEGI PEMASARAN

The purposes of this research were to analyze the mild cigarette's consumer behavior, analyze mild cigarette's consumer perceived quality and defne marketing mix for mild cigarette. The data were collected by accidental interview from 111 respondent in Jakarta. Multiatiribut Fishbein and Biplot were used to analyze the data. The result of this research shows the main mild cigarette's consumption motivation was healthy reason. Taste and Aroma were the most important attributes that were considered by consumers in selecting mild cigarette's Brand. Marketing Mix Strategy suggested that mid cigarette's producers should have certain Taste and Aroma Quality, informs customer'sprice trade of use TV as a main promotion media and make the implementation of distribution more effective by stockies