Siti Kurniawati, . (2015) ANALISIS POSITIONING MINIMARKET ALFAMART DENGAN MINIMARKET PESAING DI DEPOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study was conducted to analyze the positioning minimarket Alfamart with minimarket competitors in Depok. Positioning activities involving decision- making attributes that are important to customers to increase the attractiveness of certain products in the target segment. The analysis technique used in this study is a multivariate analysis technique. To determine the similarity between the mini can be done with Multi Dimensional Scaling (MDS) and Correspondence Analysis (CA) to determine the advantages of each variable for each minimarket equally generate output perceptual maps (perceptual map) which describes the position Alfamart and competitors. Through MDS and CA are expected to obtain information about the preferences positioning Alfamart as service quality excellence and marketing mix owned Alfamart. This information will be used as a basis in determining marketing strategies that can be applied to the minimarket Alfamart to strengthen the positioning based on quality of service and the marketing mix owned as minimarket.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1110111005] [Penguji II/Pembimbing : Suharyati] [Penguji I : Tati Handayani] [Ketua Penguji : Nobelson] |
| Uncontrolled Keywords: | Quality Service, Marketing Mix, Perceptual Map |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muamar Khadafi |
| Date Deposited: | 03 Jul 2024 07:46 |
| Last Modified: | 03 Jul 2024 07:46 |
| URI: | http://repository.upnvj.ac.id/id/eprint/30396 |
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