Article Details
Efektivitas Pemosisian Restoran Cepat Saji Ayam Goreng Merek Lokal: Studi Empiris Berbasis Perspektif Konsumen
Effectiveness of Local Brand Fried Chicken Fast Food Restaurant Positioning: Empirical Study Based on Consumer Perspective
Main Article Content
Efektivitas pemosisian merek mengacu pada penilaian terhadap suatu merek dari sudut pandang konsumen antara lain diferensiasi, kesukaan, dan kredibilitas. Penelitian ini bertujuan (1) menganalisis dimensi-dimensi dalam efektivitas pemosisian restoran cepat saji ayam goreng merek lokal, dan (2) menganalisis perbedaan dimensi-dimensi dalam efektivitas pemosisian pada restoran cepat saji ayam goreng merek lokal. Metode yang digunakan untuk menentukan restoran cepat saji ayam goreng merek lokal adalah melalui survei brand recall. Sampel menggunakan 100 responden yang dipilih melalui teknik purposive sampling yaitu responden yang memiliki pengetahuan tentang merek-merek tersebut. Penelitian ini merupakan penelitian kuantitatif yang menerapkan analisis data menggunakan dua metode yaitu analisis Kruskal-Wallis dan analisis Mann-Whitney U. Restoran cepat saji ayam goreng merujuk pada merek lokal yang sering ditemui oleh konsumen. Tujuan dari penelitian ini adalah memberikan manfaat bagi pelaku bisnis, terutama dalam konteks pelaku bisnis restoran cepat saji ayam goreng lokal. Hasil analisis menunjukkan bahwa dimensi diferensiasi, kesukaan, dan kredibilitas diposisikan berbeda dalam efektivitas pemosisian merek Rocket Chicken dan merek Olive Fried Chicken (p <0,05). Terdapat perbedaan dimensi diferensiasi (p <0,05), kesukaan (p <0,05), dan tidak ada perbedaan pada kredibilitas (p >0,05) dalam efektivitas pemosisian restoran cepat saji ayam goreng merek Rocket Chicken dan Olive Fried Chicken. Rocket Chicken dan Olive Fried Chicken perlu memperhatikan dimensi-dimensi efektivitas pemosisian merek agar strategi pemosisian tepat. Sehingga keunggulan bersaing dan kepercayaan konsumen didapatkan oleh produk tersebut.
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Received: 17 Mar 2023; Accepted: 28 Aug 2023; Available Online: 22 Dec 2023;
