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: Perceptual mapping fast food kentucky fried chicken di mata pelanggan : studi kasus KFC ITC Depok, KFC Mal Depok, KFC Ramayana Depok dan KFC Carefour M.T. Haryono
Abstrak: Prospek pengembangan restoran fast food yang berskala global di Indonesia cukup besar. Makanan siap saji adalah jenis makanan yang memberikan banyak kelebihan seperti praktis, penyajian yang cepat, kebersihan yang terjamin dan unsur kenyamanan. Fast food sukses di pasar lokal karena kekuatan marker position-nya, yaitu bagaimana konsumen menetapkan cara produk berdasarkan tempat yang diduduki produk di dalam ingatan konsumen dalam hubungannya dengan produk pesaing Kentucky Fried Chicken (KFC) mempunyai nilai tertinggi untuk Top of Mind Awareness dibandingkan dengan brand lainnya, yang memberi arti bahwa perusahaan memiliki tempat tertinggi dan paling menonjol di benak konsumen. Walaupun KFC tetap bertahan menjadi fast food nomor satu di benak masyarakat ternyata pertumbuhan pangsa penjualan menurun. Pesaing utama telah mengambil pangsa pasar merek fast food selain KFC, namun tidak menutup kemungkinan di masa mendatang pangsa pasar KFC akan direbut oleh pesaing utamanya itu. KFC sebagai restoran fast food yang telah beroperasi di Indonesia 28 tahun silam, merasa perlu mengevaluasi faktor-faktor kebutuhan pelanggan terhadap restoran siap saji dan mengevaluasi market positioning mereknya yang dipetakan dalam perceptual mapping sehingga didapatkan solusi untuk mempertahankan marker position Kentucky Fried Chicken melalui brand loyality dan brand image di mata pelanggan Penelitian ini mengevaluasi karakteristik konsumen dan identifikasi kebutuhan konsumen yang dianalisis dengan metode descriptive analysis. Analisis prioritas kepentingan atribut konsumen fast food yang datanya diolah dengan customer satisfaction index, dimana hal tersebut mempengaruhi loyalitas pelanggan terhadap produk sehingga dapat diketahui secure customer dan vulnerable customer melalui secure customer index, Serta analisis atribut-atribut yang paling memberikan kontribusi dalam menentukan kepuasan pelanggan, melalui key driver analysis. Customer satisfaction index dan key driver analysis mengacu pada dimensi SERVQUAL, yang terbagi menjadi lima dimensi yaitu tangible, realibility, responsiveness, assurance, dan emphaty. Kelima dimensi ini mencakup 20 atribut penilaian pada restoran siap saji yang akan disajikan kepada pelanggan. Hasil analisis diatas akan menarik kesimpulan yang tertuang dalam quadrant analysis yang berkenaan dengan persepsi konsumen terhadap atribut KFC. Evaluasi perilaku konsumen sangat menentukan dalam proses pengambilan keputusan membeli. Terdapat lima jawaban yang menjadi alasan responden ketika pergi ke restoran fast food, yaitu kebutuhan untuk makan, kebutuhan menghemat waktu dengan makanan siap saji, berkumpul dengan teman/keluarga, mengisi waktu luang, dan modern gaya hidup.
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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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