ANALISIS POSITIONING RESTORAN CEPAT SAJI WARALABA FRIED CHICKEN DI BANJARMASIN BERDASARKAN PERSEPSI KONSUMEN (Studi Pada KFC Duta Mall, Texas Fried Chicken Duta Mall,AW Duta Mall Dan California Fried Chicken Rs Ulin Banjarmasin)

Prihatini Ade Mayvita, Ikhwan Faisal

Abstract


During  the  last  14  years,  the  growth  rate  of  fried  chicken  franchise  with  the concept of fast food restaurants in Banjarmasin is 12% per year. It is characterized by large number of outlets/stores of fried chicken franchise in Banjarmasin city as many as 10 outlets. Most of the existing outlets are in Duta Mall Banjarmasin. 

This study aims to identify and analyze the competitive position of fried-chicken fast-food franchise restaurants based on the consumers’ perceptions (Study on KFC,  Texas  Fried  Chicken, AW  Duta  Mall  and  CFC  RS  Ulin  Banjarmasin). Perceptions formulated are based on the assessment of marketing mix, which consists of services, physical condition, Product, promotion, personal traits, Price, means of support, distribution and location. 100 respondents are taken as samples in this study, i.e. respondents who have eaten in the fourth Fried Chicken fast food franchise using the technique of non proportional stratified random sampling. Meanwhile, the technique of data analysis uses Multi Dimensional Scaling (MDS).

The findings from the analysis using Multi Dimensional Scaling (MDS) show inequality  positions  of  Fried  Chicken  franchise  restaurants,  Kentucky  Fried Chicken,  Texas  Chicken,  AW  and  California  Fried  Chicken,  based  on  their consumers’  perceptions:  1.  KFC  is  a  fried  chicken  franchise  restaurant  that has superiority over the ease in getting information for organizing parties, the rooms’ capacities, the frequency of advertisements, employee skills, appropriate Products with Prices. In addition, KFC also has special superiority over different/ unique fried chicken taste and more outlets than other fried chicken franchise restaurants; 2. Texas Fried chicken has superiority over the speed of Customer service,  cleanliness  of  the  room,  the  Product  pakaging  which  is  favorable  to consumers,  direct  gifts,  discounts  for  the  purchases,  hospitable  employees 

in  serving  customers,  appropriate  places  for  washing  hands  in  accordance with  the  expectations  of  consumers  of  being  close  to  additional  facilities;  3. Customers perceive AW has superiority over the ease of organizing parties and designing  more  interesting  party  rooms,  standard  Product  size,  cheaper  unit prize of Products, more varied promotion media, and neatness of employees’ clothes. In addition, AW also has a special superiority with the availability of quite complete and spacious children’s playground, 4. California Fried chicken (CFC)  has  superiority  over  the  accuracy  in  giving  services,  attractive  room design, more varied menu selection, cheaper package Prices, and comfortable atmosphere.

Keywords : perception, positioning, franchise, marketing mix, Multi Dimentional Scaling (MDS)


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DOI: http://dx.doi.org/10.20527/jwm.v3i1.11

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Jurnal Wawasan Manajemen by Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Lambung Mangkurat is licensed under a Creative Commons Attribution 4.0 International License. Based on a work at jwm.ulm.ac.id.