ANALISIS POSISI 7 ELEVEN DIBANDINGKAN PESAINGNYA DENGAN MENGGUNAKAN PEMETAAN PERSEPSI

• Main Authors: , Dharana Dhurandhoro, , Dr. Ike Janita Dewi, M.B.A.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/99596/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55769
• Institution: Universitas Gadjah Mada

In the past few years, consumers in Indonesia tend to shop in hypermarkets and minimarkets or some people would know them as convenience stores. This can be seen from the various surveys on consumer behavior, which has proven that there is a change in the shopping pattern. Today�s lifestyle is also different. People in big cities prefer to gather or hangout with friends and acquaintances. One of the new comers that were creative enough to capitalize on this change of lifestyle in Indonesia is the 7 Eleven (Seven Eleven) convenience stores. 7 Eleven is one of the retail companies that is now present in Jakarta and provides a different concept compared to the other retailers. This research discusses 7 Eleven�s position compared to their competitors by using perceptual mapping. The goal of this research is to explain the shape of the perceptual map as result of comparing various convenience store brands in Jakarta. From the perceptual map, we can identify the relative position of each convenience store in Jakarta from the consumer�s perception. The position of each convenience store can be seen on the perceptual map that will be formed with the aid of a multidimensional scale. There are two phases of methods used in this research, which are, the qualitative phase in the form of indepth interview and survey phase. Data from the indepth interview is then used as a base to create the research questionnaire. The results of the questionnaire were then analyzed using Multidimensional Scaling (MDS) to create the perceptual map. This research showed that based on the consumers take on the researched attributes, 7 Eleven is superior in several attributes, which are the variety of food products, the variety of drink products, comfort and security, service, large and convenient parking space