ANALISIS POSISI SWALAYAN BERDASARKAN PERSEPSI KONSUMEN (Studi Pada Swalayan di Kelurahan Dinoyo Kota Malang)
| Main Author: | ANDIE, HAKIM |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2010
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/536/1/ANALISIS_POSISI_SWALAYAN_BERDASARKANPERSEPSI_KONSUMEN.pdf http://eprints.umm.ac.id/536/ |
Daftar Isi:
- Increasing number of existing retail stores Supermarkets in particular, provide many options for consumers to choose places to shop. To get the attention of a self-service consumers need to have certain characteristics that differ from other supermarkets, or can be said competitors, which characteristics should be reliable. The steps to correct the position of a supermarket is needed in order to excel in competition. The purpose of this research is to determine positioning based on consumer perceptions Supermarkets (studies on the supermarket in Dinoyo). In this case, self-service supermarkets are KPRI Brawijaya Supermarkets, Persada Supermarkets, Dinoyo Supermarkets and Dinoyo Supermarkets. The instrument used in data collection in this study is enclosed questionnaire filled out by respondents. Data obtained in this study is qualitative, and then the data is converted into quantitative data using semantic differential scale. As for the data analysis techniques used are factor analysis and Multidimensional scaling. The results showed that consumers' perceptions of Self-positioning shows and KPRI Brawijaya Persada is a good position, this perception is shown in the map are at the highest quadrant quadrant 1, which in this quadrant indicates Supermarkets Brawijaya Persada and KPRI has offered goods capable of meeting consumers' wants and needs. while from the second price Supermarkets have a cheaper price compared to other supermarkets.