Eprilia, Eka Sella (2017) Analisis Segmentation, Targeting Dan Positioning Pada Rumah Makan Menu Ikan Dan Seafood Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen dan penilaian konsumen, menetapkan segmentation, targeting dan positioning serta merumuskan strategi pemasaran pada rumah makan menu ikan dan seafood di Kota Malang. Data yang digunakan dalam penelitian adalah data primer dan data sekunder. Metode penelitian yang digunakan adalah deskriptif. Pengambilan sampel menggunakan purposive sampling dan jumlah sampel yang diambil menggunakan ketentuan analisis multivariat dan didapat jumlah responden sebanyak 150 orang. Skala pengukuran yang digunakan adalah Skala Likert. Metode analisis data menggunakan Analisis Cluster, Tabulasi Silang, Analisis Faktor dan Multidimensional Scaling (MDS). Hasil identifikasi karakteristik konsumen ketiga rumah makan didapatkan persentase tertinggi berdasarkan karakteristik demografi antara lain jenis kelamin adalah perempuan, usia 21-40 tahun, status pernikahan sudah menikah dan memiliki 1-2 orang anak, pendidikan terakhir sarjana (S1,S2,S3), jenis pekerjaan pegawai swasta, pendapatan Rp. 3.000.001 – Rp. 4.500.000/bulan, pengeluaran Rp. 1.500.001 – Rp. 3.000.000 serta asal responden dari Malang. Hasil identifikasi penilaian konsumen yaitu persentase tertinggi berdasarkan kesan adalah menyatakan suka, keterangan yang dianggap paling penting adalah daftar harga dan menyatakan berminat untuk berkunjung kembali. Segmentasi konsumen rumah makan dengan analisis cluster dan tabulasi silang terbentuk 4 cluster. Target pasar yang terpilih berdasarkan banyaknya jumlah anggota cluster ada 2 cluster yaitu cluster 2 dan cluster 3. Positioning yang terbentuk yaitu Rumah Makan Gurami Bakar Mbok Ndower “Murah, Lezat, Berkualitas”, Rumah Makan Ikan Bakar 52 “Pelayanan Prima/Excellent Service” dan Rumah Makan Ocean Garden “Malang Seafood”.
English Abstract
This study aims to identify consumer characteristics and consumer valuation, set segmentation, targeting and positioning as well as formulating marketing strategies at the fish and seafood restaurant in Malang city. The data used in this research are primary data and secondary data. The research method used is descriptive. Sampling using purposive sampling and the number of samples taken using the provisions of multivariate analysis and obtained the number of 150 respondents. The measurement scale used is Likert Scale. Methods of data analysis used are Cluster Analysis, Cross Tabulation, Factor Analysis and Multidimensional Scaling (MDS). The result of identification of consumer characteristics of the three restaurants found that the highest percentage based on demographic characteristics such as gender is female, age range of 21 to 40 years old, marital status is married and has 1 to 2 children, recent education is undergraduate (S1, S2, S3) , type of employment is private employee, income range of IDR 3,000,001 to IDR 4,500,000 per month, the expenditure of IDR 1,500,001 to IDR. 3,000,000 and the origin of respondents is from Malang. The result of the identification of consumer ratings is the highest percentage based on the impression is expressing likes, the information that is considered the most important is the price list and stating interest to visit again. Restaurant consumer segmentation with cluster analysis and cross tabulation formed 4 clusters. Selected market targets based on the number of cluster members are 2 clusters, that are cluster 2 and cluster 3. Positioning formed is Rumah Makan Gurami Bakar Mbok Ndower “Murah, Lezat, Berkualitas”, Rumah Makan Ikan Bakar 52 “Pelayanan Prima/Excellent Service” and Rumah Makan Ocean Garden “Malang Seafood”.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FPR/2017/384/051706473 |
| Uncontrolled Keywords: | Pemasaran, Segmentation, Targeting, Positioning , Rumah Makan, Seafood |
| Subjects: | 600 Technology (Applied sciences) > 647 Management of public households (institutional housekeeping) > 647.9 Specific kinds of public households and institutions > 647.95 Eating and drinking places |
| Divisions: | Fakultas Perikanan dan Ilmu Kelautan > Sosial Ekonomi Agrobisnis Perikanan |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 04 Dec 2017 04:19 |
| Last Modified: | 06 Nov 2020 14:54 |
| URI: | http://repository.ub.ac.id/id/eprint/6378 |
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