A Product Diversification to Increase Marketing Value: Learning from E-commerce pasarmandalika.com

DOI

10.2991/978-2-38476-392-4_3How to use a DOI?

Keywords

Fruits; Product Diversification; Marketing Value; Satisfaction; Vegetables

Abstract

Service function as a determining factor in marketing value has long been neglected, especially the completeness factor in providing product diversification. Because Due of this phenomenon, the idea arose to test the hypothesis that the completeness of procurement of diversified food products determines marketing value. To prove this hypothesis, research was conducted using the case method and empirical qualitative analysis. Data were collected from all customers of 14 pasarmandalika.com stores spread across North Lombok Regency, West Lombok Regency, Mataram City, Central Lombok Regency in West Nusa Tenggara Province, Indonesia. Data was collected by combining observations, surveys, and in-depth interviews. Using Customer Satisfaction Index Analysis and continuing with the Analytical Hierarchy Process proves that the completeness factor in the procurement of diversified vegetable and fruit food products is a determining factor in the marketing of vegetables and fruit food products, in addition to product quality and transportation. The completeness factor in food diversification procurement and the analysis of the Customer Satisfaction Index and Analytical Hierarchy Process can be applied to various types of commodities.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Tajidan Tajidan
AU  - Edy Fernandez
AU  - Muhammad Nursan
AU  - Effendy
PY  - 2025
DA  - 2025/05/01
TI  - A Product Diversification to Increase Marketing Value: Learning from E-commerce pasarmandalika.com
BT  - Proceedings of the 6th International Conference on Education and Social Sciences (ICESS 2024)
PB  - Atlantis Press
SP  - 20
EP  - 36
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-392-4_3
DO  - 10.2991/978-2-38476-392-4_3
ID  - Tajidan2025
ER  -