ANALISA SEGMENTASI PENENTUAN TARGET DAN POSISI PASAR PADA RESTORAN STEAK DAN GRILL DI SURABAYA

Gunawan Adi Chandra, Serli Wijaya




Abstract


Amongst steak and grill restaurants in Surabaya, only few of them had succeeded in conducting the differentiation which can be well-identified and recognized by consumers. The result of this research reveals that customers of steak house and grill in Surabaya could be divided into five clusters, where each cluster has their own distinguished characteristics. The result also shows that the member of every cluster is disseminated, where all six restaurants are visited by all five segments, only in a different proportion.


Abstract in Bahasa Indonesia :

Dari sejumlah restoran steak dan grill di Surabaya, tidak banyak yang berhasil melakukan diferensiasi yang bisa diidentifikasi oleh konsumen. Hasil penelitian menjelaskan bahwa konsumen restoran steak dan grill di Surabaya dapat dibagi menjadi lima segmen, dimana setiap segmen mempunyai karakteristik yang berbeda-beda. Hasil penelitian juga mengungkap bahwa anggota tiap segmen adalah menyebar, dimana tidak ada satu pun restoran yang hanya dikunjungi oleh satu segmen. Setiap segmen sebenarnya mempunyai perbedaan profil dan perilaku sehingga berpengaruh terhadap pilihan konsumen pada salah satu restoran.

Kata kunci: Restoran steak dan grill, segmentasi pasar, target pasar, posisi pasar.


Keywords


steak and grill restaurant, market segmentation, market targeting, market positioning.

Full Text: PDF

The Journal is published by The Institute of Research & Community Outreach - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of National Education - Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen Perhotelan, ISSN: 0216-6283

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