The Analysis Of Consumers Perceptions Towards The Creative Economy: Product, Price, Place/Distribution And Promotion Aspects

DOI

10.2991/978-2-38476-202-6_29How to use a DOI?

Keywords

Creative Economy; Consumer Perception; Product; Price; Place; Promotion

Abstract

This study aims to determine consumers’ perceptions towards the creative economy in terms of product, price, place/distribution and promotion aspects. It uses descriptive qualitative research in assessing consumers’ perceptions of creative economy in terms of product, price, place/distribution and promotion variables, which can be used as a reference for actors and the government in the roadmap and plans for the future development of Creative Economy in Bengkalis Regency. The data collection techniques used for this study were surveys, observational, and the depth interviews with Creative Economy actors in the Bengkalis Regency. The results showed that consumer perceptions from the product aspect was in the high category (4.09), the price variable was in the high category, with the mean score was 4.04, and the price variable was also in the high category (3.92). In addition, the promotion variable shows perception in a high category (3.94). This shows that consumers have a good perception of the creative economy products that have been offered and craft products have their own market, have sufficient prospects and have the potential to be developed. Based on the results of consumer perceptions, there should be some strategic issues of the creative economy which can be developed in Bengkalis Regency for the economy creative improvement, such as the strategic issues of consumer perceptions and strategic issues for creative economy actors in Bengkalis Regency.

Copyright

© 2023 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  - Tri Handayani
AU  - Supriati Supriati
AU  - Pretti Ristra
PY  - 2024
DA  - 2024/02/15
TI  - The Analysis Of Consumers Perceptions Towards The Creative Economy: Product, Price, Place/Distribution And Promotion Aspects
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
PB  - Atlantis Press
SP  - 204
EP  - 213
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-202-6_29
DO  - 10.2991/978-2-38476-202-6_29
ID  - Handayani2024
ER  -