Purwanto, Didik (2007) PERSEPSI POSITIONING KONSUMEN PADA USAHA WARALABA JAMUR CRISPY DI KABUPATEN SLEMAN PROPINSI D.I YOGYAKARTA. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
The aims of this research are : (1) to analyze the franchise positioning of nine outlets of JAMUR CRISPY located in Sleman Regency using BCG Matrix Analysis. (2) to analyze the correlations of Marketing Mix consists of products, price, location, and promotion to positioning on marketing strategy of JAMUR CRIPSY. The method used in this research is by using primer data and secondary data which taken from franchise holder (franchisers), franchisee and customers. The conclusion, position ranked by four outlets of JAMUR CRISPY located in Seturan and Babarsari possessed the best positioning on BCG Matrix. Location Seturan has the highest sales rate in number (+20) and has a market share in point 0.6, while the location of Babarsari has the highest sales rate in number (+9) and has a market share in point 0.7. Then the test results with the product moment correlation showed a significant relationship between product, price, location and promotion correlations to positioning on franchise marketing strategy of JAMUR CRISPY. In a variable product (0.421) and location (0.474) have a relationship in the category of being and then at variable rates (-0.218) and promotion (0.357) have a relationship in the low category. Key words : constumers perception, marketing mixs, positioning
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | S Agriculture > SB Plant culture |
| Divisions: | Faculty of Medicine, Health and Life Sciences > School of Biological Sciences |
| Depositing User: | Eny Suparny |
| Date Deposited: | 14 Oct 2016 01:58 |
| Last Modified: | 14 Oct 2016 01:58 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7664 |
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