ANALISIS PERSEPSI KONSUMEN TERHADAP BEBERAPA RUMAH MAKAN TRADISIONAL DENGAN METODE MULTIDIMENSIONAL SCALING DI TUBAN JAWA TIMUR

Dira Ernawati, Mega Catteya P.A.I, Shintya VE Saputri

Abstract


ABSTRAK
Perkembangan bisnis kuliner seperti rumah makan yang cukup pesat, mendorong pelaku bisnis tersebut untuk memiliki strategi pemasaran yang tepat sesuai dengan persepsi konsumen. Tujuan dari penelitian ini adalah untuk mengetahui persepsi konsumen terhadap beberapa rumah makan di Tuban Jawa Timur yang diteliti sehubungan dengan posisi dan strategi pemasaran yang efektif. Metode yang digunakan dalam penelitian ini adalah Multidimensional Scaling. Pengumpulan data dilakukan dengan cara membagikan kuesioner kepada para konsumen dibeberapa rumah makan yang terdiri dari rumah makan rumah makan Aneka Sambel, Serba Sambel, Gubuk Sambel dan Lesehan Pak Haji. Hasil penelitian berupa perhitungan persepsi konsumen pada lima segmen yang diproses dengan multidimensional scaling menunjukkan rumah makan Lesehan Pak Haji berada diposisi pertama disusul oleh Rumah makan serba sambel diposisi kedua lalu rumah makan gubuk sambel berada diposisi ketiga dan rumah makan aneka sambel diposisi terakhir. Strategi yang perlu dilakukan oleh rumah makan lesehan pak haji adalah dengan terus meningkatkan atribut variasi makanan, lahan parkir, lokasi strategis dan kecepatan proses serta perlu memperhatikan atribut kemampuan karyawan agar tetap menempati posisi pertama sedangkan rumah makan serba sambel dan gubuk sambel perlu meningkatkan atribut kualitas produknya sedangkan rumah makan aneka sambel perlu melakukan inovasi dan mengembangkan produk agar dapat menarik pangsa pasar yang lebih besar.

Kata Kunci: Multidimensional Scaling (MDS), Bauran Pemasaran, Peta Persepsi.

ABSTRACT
The development of culinary businesses such as restaurants is quite rapid, encouraging these business people to have the right marketing strategy in accordance with consumer perceptions. The purpose of this study was to determine consumer perceptions of several restaurants in Tuban, East Java, which were studied in relation to positioning and effective marketing strategies. The method used in this research is Multidimensional Scaling. Data was collected by distributing questionnaires to consumers in several restaurants consisting of Aneka Sambel, Serba Sambel, Gubuk Sambel and Lesehan Pak Haji restaurants. The results of the study in the form of calculating consumer perceptions in five segments that were processed with multidimensional scaling showed that the Lesehan Pak Haji restaurant was in the first position, followed by the Serba Sambel restaurant in the second position, then the Gubuk Sambel restaurant in the third position and the Aneka Sambel restaurant in the last position. The strategy that needs to be carried out by the Lesehan Pak Haji restaurant is to continue to improve the attributes of food variety, parking space, strategic location and process speed and need to pay attention to the attributes of the employee's ability to keep occupying the first position, while Serba Sambel restaurants and Gubuk Sambel need to improve the quality attributes of their products. Meanwhile, Aneka Sambel restaurants need to innovate and develop products in order to attract a larger market share.

Keywords: Multidimensional Scaling (MDS), Marketing Mix, Perception Map.

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