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ANALISIS SEGMENTING, TARGETING, DAN POSITIONING RUMAH MAKAN MI3 SETAN DAN AYAM GEPREK JUMBO

Firdianita, Rizki (2019) ANALISIS SEGMENTING, TARGETING, DAN POSITIONING RUMAH MAKAN MI3 SETAN DAN AYAM GEPREK JUMBO. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Mi3 Setan and Ayam Geprek Jumbo is a new restaurant in the city of Gesik, because it is classified as a new restaurant that does not yet have a market target that is in line with research objectives intended to find and analyze segmentation, targeting, and positioning of the Mi3 Setan and Ayam Geprek Jumbo restaurant. This study uses a cluster analysis tool hirarrki, non-hirarrki and crosstab. Respondents in this study were 90 customers of Mi3 Setan and Ayam Jumbo Geprek, which have been determined using random sampling techniques as a sampling method using interviews and questionnaires for data collection. The results of this study indicate that segmentation that supports Mi3 Setan and Ayam Jumbo is in clusters 1 and 4, aged 12–40 years working as students and private employees with low to medium income, targeting used is selective specialization, and proper positioning is positioning strategy according to price and quality.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410160311388
Thesis Advisors: Sri Nastiti Andharini (0721026501), Baroya Mila Shanty (0704056701)
Keywords: Cluster Hirarrki, Cluster Non-Hirarrki, Crosstab, Segmenting, Targeting, Positioning
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HG Finance
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201410160311388
Date Deposited: 23 Aug 2019 08:24
Last Modified: 04 Sep 2019 04:16
URI : http://eprints.umm.ac.id/id/eprint/50933

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