PERSEPSI MASYARAKAT TERHADAP BISNIS WARALABA MINIMARKET DI DUSUN PRAYAN KULON, SOROPADAN, SLEMAN

• Main Authors: , ERIZA FEBRIANSYAH, , Dr. Rini Rachmawati, S.Si., M.T.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/127385/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=67635
• Institution: Universitas Gadjah Mada

The growth of franchised minimarkets in the village of Prayan Kulon, Soropadan, Sleman, generates a variety of perception from many people residing in the area. The purpose of this research is to describe the variety of popular perceptions on franchised minimarket business. This research using qualitative approaches which is focused on the analysis of popular perceptions on franchised minimarkets. The research was conducted through field survey using qualitative descriptive analysis methods, including observation, in-depth interview, and document assessment, in order to obtain information on the field. The study summarized, much information can be taken from respondents in the field. Many villagers are not pleasant with the spread of franchised minimarkets in the area. Their resentment is caused by: (1) poor communication and understandings, (2) licensing problems, (3) widespread concern of unhealthy competition with traditional warungs. To address those issues, local villagers try to halt construction projects for future minimarkets by: (1) persuasive approach, (2) street protests, (3) new laws creation, (4) social sanctions. Although the growth is high, the presence of minimarket doesn�t affect pre-established warungs (traditional store) because the latter already have loyal customers. Aside from popular resentment, some villagers don�t care much with the presence of minimarket in the area. It needs cooperation between the stakeholders, including local government, minimarket franchisors, government institutions, and people in order to create mutual relationship. Minimarket franchisors should include local villagers in their business.