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POSITIONING BAKSO PRESIDENT MALANG BERDASARKAN PERSEPSI KONSUMEN

Wibawanto, Muh. Agung (2013) POSITIONING BAKSO PRESIDENT MALANG BERDASARKAN PERSEPSI KONSUMEN. Other thesis, University of Muhammadiyah Malang.

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Abstract

The study is titled "Positioning Meatballs President Malang Based Consumer Perceptions".The purpose of this study was to analyze the maps that reflect consumer perceptions positioning Meatballs President. This research is descriptive research using independent variables. The population in this study is the city of Malang who was making a purchase at the Meatball President. Representative samples of the population in this study were drawn from respondents who met still in the area of Malang are making purchases on Meatballs President. This study used a questionnaire as the primary data, questionnaire using Likert scale with response alternatives that have been determined by investigators. Then enter the results of the data on the validity of the test to determine the accuracy and precision instruments in this study. After it was tested to determine the reliability of such instruments are still getting consistent results when repeated measurements. Data analysis techniques in this study using Multidimensional Scaling (MDS) to map consumer perceptions. Consumer perception map results in this study show that consumers perceive product attributes that reflect the positioning of Meatballs President rough indicator bulb flavor, type of food varied variants and flavors of delicious food variants. It can be seen from the map perception suggests that these indicators are in quadrant with positive values. For the price that reflects the positioning attributes Meatballs President, ie the indicator price according to the quality of products offered is appropriate. Based on these results it can be concluded that, positioning Meatballs President based on contends to lead to a sense of rugged bulb, President Meatballs variants varied food, the taste of the food variants and priced according to the quality of products offered.

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
Depositing User: Fitri Ramandhany
Date Deposited: 28 Jan 2016 08:02
Last Modified: 28 Jan 2016 08:02
URI : http://eprints.umm.ac.id/id/eprint/20199

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