Purwanto, Didik (2007) PERSEPSI POSITIONING KONSUMEN PADA USAHA WARALABA JAMUR CRISPY DI KABUPATEN SLEMAN PROPINSI D.I YOGYAKARTA. Skripsi 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: | Tugas Akhir (Skripsi) |
|---|---|
| Subjek: | S Agriculture > SB Plant culture |
| Divisions: | Fakultas Pertanian > (S1) Agribisnis |
| Depositing User: | Eny Suparny |
| Date Deposited: | 14 Oct 2016 01:58 |
| Last Modified: | 04 Aug 2025 06:28 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7664 |
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