Judul: Analisis Pengaruh Promosi Terhadap Positioning Restoran Fastfood Merek Kentucky Fried Chicken (Kfc) Di Kota Bogor
Abstrak: Type of consumption changed quickly so that it makes some fast food restaurant spring up. It causes tight competition at its category. Therefore, KFC as a player at fast food restaurant category needs to carry out some strategies to win the competition with positioning. Company’s desirable positioning is extended to consumer by marketing mix. Promotion is one of marketing mix that spends a great quantity of cost. Therefore, KFC needs to know about relation between promotion and positioning. Company’s positioning needs to be updated continuously based on market, so hopefully information about consumer perception can assist to widen market share and to create more effective and efficient promotion and to determine appropriate positioning based on consumer’s interest. Fast food restaurant that has a good position in consumer’s mind would be more choose than competitors. The purposes of this research is to identify promotion activities that has been done by company, to analyze consumers brand awareness of fast food restaurant brands, to analyze consumers perception of fast food restaurant positioning attribute, and to analyze promotion influence of KFC’s positioning attribute. Researched-brands are KFC, McD, and A&W. The object of research is 100 people taken from consumers all three brands in Bogor city. Information about KFC’s promotion from the company is used for making survey questionnaire. Brand awareness survey result is analyzed by using descriptive analysis, and consumer’s perception about KFC’s positioning attribute is analyzed using Biplot analysis. Then, the relation between promotion activity and KFC’s positioning is analyzed using Rank Spearman correlation test. Promotion activities of KFC consist of promotion by cashier, low price product package, giving gift every buying of specific product, advertising in many media, sponsorship, CSR, website on internet, and KFC delivery by phone. The highest consumer’s reason to buy KFC’s product are because of the taste of delicious’s food (15,2%) and low price product package (13,9%). The lowest are giving gift every buying of specific product (1,3%) and advertise on TV (5,5%). It shows that KFC’s promotion activities have no influence of consumer’s decision to buy KFC’s product. Based on brand awareness analysis that McD (47%) is the brand has highest percent on Top of Mind (TOM) position. KFC occupy second rating on consumer’s top of mind position. It signs that KFC’s brand awareness level still lower than McD. The result of Biplot analysis shows that consumers positioning KFC as fast food restaurant that has advantage at attribute A (the unique taste of fried chicken), attribute B (product quality), and attribute L (promotion with music identity). McD’s positioning by consumer’s mind as fast food restaurant that has advantage in many attributes. And A&W as fast food restaurant that has no advantage in any attributes. It shows that McD is KFC’s strongest competitor in Bogor city. KFC needs to improve another attribute’s positioning to replace McD position. Rank Spearman correlation test is used to analyze relation between promotion and KFC’s positioning. Based on generated p-value, not all promotion’s activity has significant relation with positioning. Correlation coefficient value (rs) for all promotion that has significant relation with positioning is 0,2 –
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Judul: Analisis proses keputusan konsumen dalam pembelian makanan siap saji di Kentucky Fried Chicken Cabang Pajajaran, Bogor dan implikasinya terhadap bauran pemasaran
Abstrak: Perubahan pada pola konsumsi masyarakat yang beranekaragam, memunculkan konsep penghidangan makanan yang praktis, salah satunya adalah jenis fast food (makanan cepat saji). Peluang usaha ini dimanfaatkan oleh banyak pemilik modal dalam industri restoran fast food. Salah satu industri yang bergerak di bidang pengelola restoran siap saji adalah PT. Fast Food Indonesia, Tbk dengan merek dagang Kentucky Fried Chicken (KFC). Dalam menghadapi persaingan yang semakin ketat, banyak usaha yang dapat dilakukan oleh perusahaan. Namun salah satu yang dirasakan paling penting adalah memahami perilaku konsumen. Selain itu, pihak KFC harus mengetahui karakteristik konsumen secara umum. Hal ini dapat bermanfaat bagi perusahaan karena konsumsi produk setiap wilayah berbeda satu sama lain. Selanjutnya pihak KFC harus mengetahui posisi relatifnya apabila dibandingkan dengan para pesaingnya, yaitu Mc. Donald's dan California Fried Chicken. Setelah itu semua maka pihak perusahaan harus memikirkan strategi apa yang harus diterapkan agar produknya itu bisa diterima oleh konsumen. Penelitian dilaksanakan di KFC yang terletak di Jalan Pajajaran No. 8 Bogor, Jawa Barat. Pemilihan obyek penelitian dilakukan dengan sengaja (purposive). Penelitian dilaksanakan pada bulan Juli sampai dengan bulan Agustus 2005. Sumber data yang digunakan adalah sumber data primer (pencarian informasi melalui kuesioner) dan data sekunder (dokumen perusahaan, makalah seminar, majalah, data di internet, laporan hasil penelitian dan literatur). Pengambilan sampel dalam penelitian ini dilakukan dengan accidentally sampling. Jumlah sampel ditentukan dengan menggunakan rumus Slovin dan diperoleh jumlah responden sebanyak 99 orang. Teknik pengolahan dan analisis data menggunakan tabulasi deskriptif. Metode Analisis Biplot, Metode Fishbein, Importance Performance analysis (IPA) dan analisis bauran pemasaran. Analisis Biplot digunakan untuk mengetahui posisi relatif dari KFC. Analisis Fishbein dan IPA digunakan untuk menganalisis tingkat preferensi konsumen terhadap atribut- atribut KFC. Sedangkan bauran pemasaran digunakan untuk menganalisis implikasi perilaku konsumen terhadap strategi pemasaran. ...
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Judul: Penyakit Infectious Bovine Rhinotracheitis Infectious Pustular Vulvovaginitis Pada Sapi
Abstrak: Penyakit Infectious Bovine Rhinotracheitis - Infectious Pustular Vulvovaginitis adalah penyakit menular pada sapi selain juga dapat menyerang kerbau, babi, kambing, rusa, antilope dan wild beest. agen penyebabnya adalah virus famili Hervesviridae type 1, mempunyai simetri icosahadral, berinti DNA dan berserabut ganda (double stranded) serta mempunyai nucleocaspid.
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