Performance Analysis and Planning Strategies for Improvement of Banana Chips in Jember Regency

Consumer perception is knowing and measuring how consumers think. The consumer will decide which brands are remembered and which are forgotten. The purpose of this study was to identify the attributes of food products and evaluate their performance to find out attributes based on consumer perception. This study uses marketing mix 7P namely Product, Price, Place, Promotion, People, Process, and Physical Evidence. The respondent in this research was the consumer that bought and consumed banana chips in Jember. The sampling technique used accidental sampling with several samples is 100 people, based on linear time function. The analysis of data used Importance–Performance Analysis. The result of this research showed that taste of the product, the thickness of the product, packaging, the price of the product, ease to get, and the promotion of the product were the key attributes of banana chips quality.