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ANALISIS SEGMENTASI PASAR KONSUMEN PADA RUMAH MAKAN "WISATA JAMUR KHARISMA" BLITAR

Yanuar, Aris (2011) ANALISIS SEGMENTASI PASAR KONSUMEN PADA RUMAH MAKAN "WISATA JAMUR KHARISMA" BLITAR. Other thesis, University of Muhammadiyah Malang.

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Abstract

Who are doing this research was a descriptive study using survey methods in Mushroom Tours Kharisma located on Jl. No. 79 Sentul Ir.Soekarno Blitar - East Java, with the title "Consumer Market Segmentation Analysis At Restaurant" Mushroom Tour Charisma "Blitar". The aim of the study is to determine the characteristics of market segments in the restaurant Mushroom Tours Kharisma. Usefulness of research to be achieved, especially for a company as consideration for choosing which is more menguntungkan.Alat segment analysis used in this study by using cluster analysis. Based on the results of research and discussion that has been conducted, the characteristics of market segments in Mushroom Tours Restaurant Charisma is divided into three clusters. Cluster I consists of consumers who have the characteristics of a good public opinion into account, how the presentation, at an affordable price and time used for service delivery that guarantee the quality of food. Cluster II consists of consumers who have the characteristic of interest for shopping, to fill leisure time, the existence of spare time on routine work to be done, have an interest in the food offered, a keen interest in family health insurance, has offered an interest in nutrition, comfort environment in the vicinity, family economic conditions, the taste of any cuisine, food hygiene, varied menu (noodles mushroom, mushroom fhuyunghay, kolake mushrooms, mushroom satay and fried rice mold), an additional menu offered, accuracy in providing services, the delivery facility (messages between), speed of presentation of the menu and speed in order to clean the table places to eat. As for the cluster III do not have distinct characteristics. Some suggestions are presented in this study are expected to party the restaurant manager is always trying to pay attention to how the presentation of the food offered to consumers, food and beverage pricing is affordable and guaranteed accuracy in the delivery process or service delivery in the hope that consumers do not feel disadvantaged. Through these efforts we hope to create a good impression to consumers of the existence of Mushroom Restaurant Tour. In an effort to provide support for consumers in the purchase of products it is expected that the manager always seeks to give comfort that there are environmental conditions around the restaurant so as to increase the comfort of enjoying food and drinks ordered. Keywords: Market Segmentation, Cluster Analysis

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 24 Oct 2015 03:51
Last Modified: 24 Oct 2015 03:51
URI : http://eprints.umm.ac.id/id/eprint/18819

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