Post on 21-Mar-2019
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DAFTAR ISI
Halaman
Halaman Judul ...................................................................................... i
Halaman Pengajuan.............................................................................. ii
Halaman Pengesahan............................................................................ iii
Kata Pengantar ..................................................................................... iv
Daftar Isi ................................................................................................ vi
Daftar Tabel .......................................................................................... ix
Daftar Gambar..................................................................................... x
Daftar Lampiran ................................................................................... xi
Abstrak................................................................................................... xii
Abstract.................................................................................................. xiii
BAB I. PENDAHULUAN
A. Latar Belakang............................................................................... 1
B. Rumusan Masalah ......................................................................... 7
C. Tujuan Penelitian........................................................................... 8
D. Manfaat Penelitian......................................................................... 8
E. Batasan Masalah ............................................................................ 8
BAB II. TINJAUAN PUSTAKA
A. Restoran ......................................................................................... 9
B. Restoran Etnis................................................................................ 13
C. Suku Banjar .................................................................................. 14
D. Pemasaran...................................................................................... 14
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E. STP(Segmentation, Targeting dan Positioning)............................ 17
F. Analisis Cluster ............................................................................. 23
BAB III. METODOLOGI PENELITIAN
A. Objek, Lokasi dan Waktu Penelitian ............................................. 25
B. Pengumpulan Data......................................................................... 25
C. Penentuan Jumlah Sampel ............................................................. 27
D. Identifikasi Variabel ...................................................................... 30
E. Tahapan Penelitian ........................................................................ 32
F. Alur Proses Pengolahan Data ........................................................ 35
G. Pengolahan dan Analisis Data ....................................................... 37
H. Diagram Alir Penelitian................................................................. 46
BAB IV. HASIL DAN PEMBAHASAN
A. Gambaran Umum Rumah Makan Kindai.................................... 48
B. Gambaran Umum Rumah Makan Tebar Rasa ............................ 48
C. Gambaran Umum Rumah Makan Bamara .................................. 49
D. Karakteristik Responden Rumah Makan Banjar ......................... 50
E. Uji Validitas dan Reliabilitas ..................................................... 54
F. Identifikasi Segmentation, Targeting dan Positioning Awal ..... 59
G. Hasil Analisis Segmentation, Targeting dan Positioning ........... 59
H. Usulan Strategi Pemasaran ......................................................... 85
BAB V. KESIMPULAN DAN SARAN
A. Kesimpulan.......................................................................................90
B. Saran........................................................................................... 92
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DAFTAR PUSTAKA................................................................................. 93
LAMPIRAN.......................................................................................................96
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DAFTAR TABEL
Halaman
Tabel 1.1 Kontribusi PDRB Sektoral Provinsi DIY Berdasarkan
Lapangan Usaha Tahun 2013 (%).............................................. 1
Tabel 1.2 Jumlah Mahasiswa menurut Jenis Perguruan Tinggi Swasta
(PTS) di Provinsi DIY, 2012/2013.............................................. 2
Tabel 1.3 Jumlah Mahasiswa pada Perguruan Tinggi Negeri (PTN)
di Provinsi DIY,2012/2013 ......................................................... 2
Tabel 1.4 Jumlah Penduduk Provinsi DIY Hasil Sensus Penduduk 2010
Menurut Jenis Kelamin dan Kabupaten/Kota ............................. 4
Tabel 1.5 Tabel Jumlah Rumah Makan dan Restoran Berdasarkan Kelas . 5
Tabel 3.1 Skala Sikap Likert ....................................................................... 41
Tabel 4.1 Karakteristik Responden Secara Keseluruhan ............................ 51
Tabel 4.2 Hasil Pengujian Validitas Segmentasi......................................... 55
Tabel 4.3 Hasil Pengujian Validitas Positioning......................................... 56
Tabel 4.4 Hasil Pengujian Reliabilitas Segmentasi ..................................... 58
Tabel 4.5 Hasil Pengujian Reliabilitas Positioning..................................... 58
Tabel 4.6 Hasil Uji Multikolinearitas................................................................. 62
Tabel 4.7 Final Cluster Center................................................................ . 63
Tabel 4.8 ANOVA................................................................................. 66
Tabel 4.9 Number of Cases in each Cluster............................................. 67
Tabel 4.10 Karakteristik Responden........................................................... 68
Tabel 4.11 Kelebihan dari masing-masing cluster........................................ 72
DAFTAR GAMBAR
Halaman
Gambar 1.1 Grafik Peningkatan Jumlah Rumah Makan dan Restoran Tahun
2006-2012............................................................................... 4
Gambar 2.1 Segmentasi Pasar dan Hubungannya dengan Perilaku
Pembelian ............................................................................... 18
Gambar 3.1 Diagram Alir Penelitian.......................................................... 46
Gambar 4.1 Hasil Pemetaan positioning Rumah Makan Kindai, Bamara dan
Tebar Rasa .............................................................................. 79
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DAFTAR LAMPIRAN
Lampiran 1 Daftar Pertanyaan untuk Pemilik Rumah Makan
Lampiran 2 Kuesioner Pendahuluan
Lampiran 3 Daftar Menu dan Harga di Tiga Rumah Makan Banjar
Lampiran 4 Tabel r Product Moment
Lampiran 5 Tabel Item Total Statistics Kuesioner Segmentasi
Lampiran 6 Tabel Item Statistics Kuesioner Segmentasi
Lampiran 7 Tabel Item Total Statistics Kuesioner Positioning
Lampiran 8 Tabel Item Statistics Kuesioner Segmentasi
Lampiran 9 Hasil Analisis Cluster
Lampiran 10 Hasil ANACOR