Strategic Review: Revitalization of The Image and Marketing Strategy of Mbay Rice Producers on The Island of Flores

Abstract

This study uses a combined approach of quantitative and qualitative descriptive causality research to investigate consumer perceptions of Mbay rice on Flores Island. Data was collected from consumers in several districts (Nagekeo, Ende, Sikka, East Flores, West Manggarai) from October to November 2020 using a non-probability sampling technique with a target of 100 respondents per district. Multiple linear regression analysis is used to test hypotheses regarding the influence of product variables, prices, distribution channels, and promotions on purchase decisions. The results showed that product variables (regression coefficient = 0.312, p < 0.05), price (regression coefficient = 0.491, p < 0.05), promotion (regression coefficient = 0.356, p < 0.05), and place of distribution (regression coefficient = 0.657, p < 0.05) had a significant influence on the purchase decision of Mbay rice. In addition, the results of the validity and reliability test of the instrument showed that all variables met the validity criteria with a loading factor value above 0.3 and a Cronbach Alpha (α) value exceeding 0.6, indicating a high level of reliability. The implication of these findings is the need for a marketing strategy focused on improving product quality, competitive price adjustments, effective promotion, and adequate distribution to improve consumer preferences and purchasing decisions for Mbay rice on Flores Island.