Perceptual Mapping Warung Makan Upnormal dalam Pasar Warung Makan Kekinian di Purwokerto
DOI:
https://doi.org/10.24090/mabsya.v4i1.6376Keywords:
Perceptual Mapping, Multidimensional Scaling,, Consumer Decision Making FactorsAbstract
The development of the culinary business, especially restaurants/restaurants in Indonesia, can be seen from the increasing number of restaurants in Indonesia. The success of restaurants in attracting consumers is the presence of flavors that can adjust to consumer tastes, strategic locations, quality facilities and services and appropriate prices. In 2017 to 2018 in Purwokerto, starting with the emergence of Warunk Up Normal, then many restaurants with modern nuances emerged that added several supporting facilities. Realizing this, every company must be able to compete to attract consumer interest and first must know the position of its product compared to other restaurant products so that it can make the right strategy. To find out the position of the product, it is necessary to do a perceptual mapping, which is a quantitative analysis tool that can represent the position of the products. Observations on the phenomena that occurred in the six restaurants studied, namely Warunk UpNormal, Dapoer Prambanan, Nyong Kopitiam, #WKWK, Warung Ngapak and Level Up and distributed questionnaires to respondents. Data is analyzed using the multidimensional scaling method which is intended to determine the distribution or position and competition that occurs based on consumer decision-making factors in purchasing. The results showed that the position of the restaurant that experienced competition seen from the consumer decision-making factor was the attribute or price factor and facilities.References
Agmasari, Silvita. 2018. Industri Kuliner, Penopang Tertinggi Perekonomian Kreatif Di Indonesia.
Dr.Muhammad Sharif Chaudhry, M.A., LLB., Ph. .. 2014. Sistem Ekonomi Islam : Prinsip Dasar ( Fundamental of Islamic Economic System ). Jakarta- Indonesia: Jakarta : Kencana.
Ikasari, D. M., and E. R. Lestari. 2019. “Analysis of Fast Food Restaurant Competition Based on Consumer Perception Using Multidimensional Scaling (MDS) (Case Study in Malang City, East Java, Indonesia).” IOP Conference Series: Earth and Environmental Science 230(1). doi: 10.1088/1755-1315/230/1/012060.
Kertadjaya, Hermawan. 2004. Positioning-Diferensiasi-Brand. Jakarta-Indonesia: Jakarta : PT. Gramedia Pustaka Utama.
Kondo Lembang, Ferry, Angelia C. Leunupun, and Mozart W. Talakua. 2016. “Analisis Peta Positioning Untuk Restoran Berdasarkan Persepsi Pelanggan Dengan Menggunakan Metode Multidimensional Scaling.” BAREKENG: Jurnal Ilmu Matematika Dan Terapan 10(1):47–54. doi: 10.30598/barekengvol10iss1pp47-54.
Muflih, Muhammad. 2006. Perilaku Konsumen Dalam Perspektif Ilmu Ekonomi Islam. Jakarta- Indonesia: Rajagrafindo Persada.
Nofitasari, Alwi Suddin, and Rahayu Triastity. 2016. “PENGARUH FASILITAS, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN NGGONE KONCOKU COFFE HOUSE DI SURAKARTA (Survei Pada Pelanggan Nggone Koncoku Coffe House Di Surakarta).” Jurnal Ekonomi Dan Kewirausahaan 16(2):253–59.
Nurmayanti, Wiwit Pura, Siti Arni Wulandya, and Abdul Rahim. 2021. “Multidimensional Scaling Analysis: An Application to Positioning Cosmetic Brands.” Proceedings of the 2nd Progress in Social Science, Humanities and Education Research Symposium (PSSHERS 2020) 563(Psshers 2020):49–52. doi: 10.2991/assehr.k.210618.010.
Pratiwi, Annike Yuliansastra, Panji Deoranto, and Shyntia Atica Putri. 2014. “Analisis Atribut Yang Mempengaruhi Keputusan Pembelian Dan Pemetaan Persepsi Mie Instan (Studi Kasus Pada Mahasiswa S1 Universitas Brawijaya).” Jurnal Industria 3(2):107–18.
Raharjo, Basuki, Nadya K. Moeliono, and S. Sos. 2015. “Analisis Perceptual Mapping Minimarket Menurut Persepsi Konsumen Menggunakan Model Multidimensional Scaling ( Mds ) ( Studi Pada Konsumen Minimarket Kecamatan Buah Batu Kota Bandung ).” Pp. 1–8 in Fakultas Komunikasi dan Bisnis Universitas Telkom. Vol. 2.
Reksoatmodjo, Tedjo N. 2009. Statistika Untuk Psikologi Dan Pendidikan. Bandung-Indonesia: Bandung: Refika Aditama.
Rohman, Abdur. 2012. “KONSEP KEBUTUHANDAN KEINGINANIMAMAL-GHAZAL.” Edu-Islamika 4(01).
Sharif, Osa Omar, Ardito Faiz Nur Firman, and Citra Kusuma Dewi. 2015. “Analisis Positioning Restoran Cepat Saji Positiioning Analysis Of Fast Food Restaurant.” Jurnal Manajemen Indonesia 15(3):215–24.
Simamora, Bilson. 2005. Analisis Multivariat Pemasaran. Jakarta- Indonesia: PT Gramedia Pustaka Utama.
Suharyati, and Adrianus Febri. 2013. “Analisis Perceptual Mapping Terhadap Produk Sepeda Motor Sport.” Bina Widya 24(Nomor 3, Edisi April):151–62.
Supriyadi, Edy. 2014. SPSS + Amos. Bogor-Indonesia: Bogor: In Media.
Tjiptono, Fandy. 1997. Strategi Pemasaran. Yogyakarta: Penerbit ANDI.
Dr.Muhammad Sharif Chaudhry, M.A., LLB., Ph. .. 2014. Sistem Ekonomi Islam : Prinsip Dasar ( Fundamental of Islamic Economic System ). Jakarta- Indonesia: Jakarta : Kencana.
Ikasari, D. M., and E. R. Lestari. 2019. “Analysis of Fast Food Restaurant Competition Based on Consumer Perception Using Multidimensional Scaling (MDS) (Case Study in Malang City, East Java, Indonesia).” IOP Conference Series: Earth and Environmental Science 230(1). doi: 10.1088/1755-1315/230/1/012060.
Kertadjaya, Hermawan. 2004. Positioning-Diferensiasi-Brand. Jakarta-Indonesia: Jakarta : PT. Gramedia Pustaka Utama.
Kondo Lembang, Ferry, Angelia C. Leunupun, and Mozart W. Talakua. 2016. “Analisis Peta Positioning Untuk Restoran Berdasarkan Persepsi Pelanggan Dengan Menggunakan Metode Multidimensional Scaling.” BAREKENG: Jurnal Ilmu Matematika Dan Terapan 10(1):47–54. doi: 10.30598/barekengvol10iss1pp47-54.
Muflih, Muhammad. 2006. Perilaku Konsumen Dalam Perspektif Ilmu Ekonomi Islam. Jakarta- Indonesia: Rajagrafindo Persada.
Nofitasari, Alwi Suddin, and Rahayu Triastity. 2016. “PENGARUH FASILITAS, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN NGGONE KONCOKU COFFE HOUSE DI SURAKARTA (Survei Pada Pelanggan Nggone Koncoku Coffe House Di Surakarta).” Jurnal Ekonomi Dan Kewirausahaan 16(2):253–59.
Nurmayanti, Wiwit Pura, Siti Arni Wulandya, and Abdul Rahim. 2021. “Multidimensional Scaling Analysis: An Application to Positioning Cosmetic Brands.” Proceedings of the 2nd Progress in Social Science, Humanities and Education Research Symposium (PSSHERS 2020) 563(Psshers 2020):49–52. doi: 10.2991/assehr.k.210618.010.
Pratiwi, Annike Yuliansastra, Panji Deoranto, and Shyntia Atica Putri. 2014. “Analisis Atribut Yang Mempengaruhi Keputusan Pembelian Dan Pemetaan Persepsi Mie Instan (Studi Kasus Pada Mahasiswa S1 Universitas Brawijaya).” Jurnal Industria 3(2):107–18.
Raharjo, Basuki, Nadya K. Moeliono, and S. Sos. 2015. “Analisis Perceptual Mapping Minimarket Menurut Persepsi Konsumen Menggunakan Model Multidimensional Scaling ( Mds ) ( Studi Pada Konsumen Minimarket Kecamatan Buah Batu Kota Bandung ).” Pp. 1–8 in Fakultas Komunikasi dan Bisnis Universitas Telkom. Vol. 2.
Reksoatmodjo, Tedjo N. 2009. Statistika Untuk Psikologi Dan Pendidikan. Bandung-Indonesia: Bandung: Refika Aditama.
Rohman, Abdur. 2012. “KONSEP KEBUTUHANDAN KEINGINANIMAMAL-GHAZAL.” Edu-Islamika 4(01).
Sharif, Osa Omar, Ardito Faiz Nur Firman, and Citra Kusuma Dewi. 2015. “Analisis Positioning Restoran Cepat Saji Positiioning Analysis Of Fast Food Restaurant.” Jurnal Manajemen Indonesia 15(3):215–24.
Simamora, Bilson. 2005. Analisis Multivariat Pemasaran. Jakarta- Indonesia: PT Gramedia Pustaka Utama.
Suharyati, and Adrianus Febri. 2013. “Analisis Perceptual Mapping Terhadap Produk Sepeda Motor Sport.” Bina Widya 24(Nomor 3, Edisi April):151–62.
Supriyadi, Edy. 2014. SPSS + Amos. Bogor-Indonesia: Bogor: In Media.
Tjiptono, Fandy. 1997. Strategi Pemasaran. Yogyakarta: Penerbit ANDI.
Downloads
Published
2022-06-30
How to Cite
Shafrani, Y. S., & Sochimin, S. (2022). Perceptual Mapping Warung Makan Upnormal dalam Pasar Warung Makan Kekinian di Purwokerto. Mabsya: Jurnal Manajemen Bisnis Syariah, 4(1), 1–16. https://doi.org/10.24090/mabsya.v4i1.6376
Issue
Section
Articles
License
Authors who publish with this journal agree to the following terms: Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
