| Pong Chips is a new product which is included in the snack category. therefore it takes a good marketing strategy to market these products in Jakarta with more broadly so that conducted marketing research and product development in Jakarta.. Based on marketing research and product development done then the product will be divided into 4 levels of spicy level 1, level 2, level 3 and level 4 the most spicy. Spicy level is the addition of flavor variations that initially only have two flavors that is original and spicy. Based on the conjoint analysis, the most important factor of respondents is the taste of cassava chips, followed by promotion, net weight, price, packaging and last place. In addition, conjoint analysis also produces the level of attribute that most chill respondents from each attribute described. Product of cassava chips with spicy flavor, net weight between 40 gram to 100 gram and use Pouch packing is the level of attribute that chill by responder to product attribute. Then there are prizes such as pens and key chains, cool respondents for promotional attributes, then for selected price attributes are prices that are more tailored to the quality of the product and the last is Alfamart as the level of attributes selected from the Place attribute. Based on the konjoin analysis, it is hoped that it will be able to develop a good marketing strategy and in accordance with Pong's cassava chips product which has a distinctive texture and flavor of chips from Ponggang Village so that it can be a differentiator of cassava chips that have been widely circulated in the market In preparing 4p marketing strategy for Pong's chips is obtained from the results of conjoint analysis, crosstab analysis, competitor analysis and SWOT analysis. By strategizing the 4P marketing strategy it is expected to be effectively used in marketing Pong's chips in Jakarta. |