ANALISIS POSITIONING ROKOK SAMPOERNA MILD BERDASARKAN KEPUASAN KONSUMEN DI INDONESIA (Studi Pada Masyarakat Kecamatan Putra Rumbia)

Abstract

The cigarette industry in Indonesia plays an important role in the economy, although efforts to reduce cigarette consumption continue to be made. This research aims to analyze the positioning of Sampoerna Mild cigarettes based on consumer satisfaction in Putra Rumbia District, Central Lampung, with a focus on consumer perceptions of product quality. Despite the challenges of anti-smoking campaigns, cigarette consumption in Indonesia remains high, and competition in the market is fierce. This research uses a quantitative approach with a survey method to collect data from 91 male respondents who are active smokers. Questionnaires are distributed online via Google Form, and measurements use a 1-5 Likert scale to assess consumer perceptions. Validity and reliability tests are carried out to ensure that the instruments used can measure variables accurately and consistently. Pre-survey results show that factors such as mild taste, strong brand image, attractive packaging, and wide distribution are competitive advantages for Sampoerna Mild. Apart from that, consumer trust in product quality helps maintain loyalty and market share. This research is expected to provide strategic recommendations for companies in strengthening Sampoerna Mild's positioning in the competitive Indonesian.