Analisis segmentasi pasar produk Bulog di Surabaya menggunakan correspondence analysis

Azzahra, Fitriana (2022) Analisis segmentasi pasar produk Bulog di Surabaya menggunakan correspondence analysis. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 10611810000029-Undergraduate_Thesis.pdf Restricted to Repository staff only Download (3MB)

Abstract

BULOG (Badan Urusan Logistik) sebagai BUMN (Badan Usaha Milik Negara) yang berbentuk Perum (Perusahaan Umum) mengemban dua tugas yang harus dilaksanakan, yakni tugas pelayanan publik dan tugas komersial. Dalam menjalankan tugas pelayanan publik, peran dan fungsi BULOG sangat mutlak untuk mengelola _single commodity_ berupa beras. Namun, pada pelaksanaan tugas yang bersifat komersial, BULOG memiliki kewenangan yang lebih luas, yaitu untuk mengelola usaha _multi commodity_ pangan. Tugas komersial tersebut direalisasikan melalui perdagangan produk BULOG. Adapun produk dari BULOG antara lain beras, gula, tepung terigu, minyak goreng, dan daging. Permasalahan yang timbul dalam perdagangan produk BULOG adalah produknya kurang dikenal oleh masyarakat, khususnya dalam penelitian ini adalah masyarakat Surabaya. Berdasarkan survei pendahuluan yang dilakukan kepada 20 masyarakat Surabaya, 16 di antaranya tidak mengetahui produk BULOG. Untuk mengetahui target pasar dari produk BULOG di Surabaya secara spesifik, BULOG dapat melakukan analisis segmentasi pasar menggunakan _Correspondence Analysis_ terhadap produk BULOG, yakni beras, gula, dan minyak goreng, berdasarkan segmen geografis, demografis, perilaku, dan psikografis. Hasil dari penelitian ini adalah masyarakat Surabaya yang berminat terhadap produk beras cenderung bertempat tinggal di Kecamatan Tenggilis Mejoyo, berusia di atas 54 tahun, berminat karena alasan kandungan gizi dan manfaat yang ada pada produk, ingin membeli produk di toko kelontong, dan memiliki kebiasaan membeli beras sebanyak 1–5 kg dalam satu bulan. Masyarakat Surabaya yang berminat terhadap produk gula cenderung bertempat tinggal di Kecamatan Sukolilo, berusia 25–34 tahun, berminat karena alasan harga produk yang tergolong murah, ingin membeli produk di kantor BULOG terdekat, dan memiliki kebiasaan membeli gula lebih dari 2 kg dalam satu bulan. Masyarakat Surabaya yang berminat terhadap produk minyak goreng cenderung bertempat tinggal di Kecamatan Rungkut, berusia 45–54 tahun, berminat karena alasan keinginan pribadi, ingin membeli produk di toko kelontong, dan memiliki kebiasaan membeli minyak goreng lebih dari 2 liter dalam satu bulan.
==============================================================================================================================
BULOG (Logistics Affairs Agency), as a BUMN (State-Owned Enterprise) in the form of a public company, has two main tasks, namely public service tasks and commercial tasks. In carrying out its public service tasks, BULOG plays an essential role in managing a single commodity in the form of rice. However, in carrying out its commercial tasks, BULOG has broader authority, namely to manage a multi-commodity food business. This commercial task is realized through the trade of BULOG products, which include rice, sugar, wheat flour, cooking oil, and meat. Based on a preliminary survey conducted among 20 people in Surabaya, 16 of them were not aware of BULOG products. To identify the specific target market for BULOG products in Surabaya, BULOG can conduct market segmentation analysis using Correspondence Analysis to analyze the interest of Surabaya residents in BULOG products, namely rice, sugar, and cooking oil, based on geographic, demographic, behavioral, and psychographic segments. The results of this study show that people in Surabaya who are interested in rice products tend to live in Tenggilis Mejoyo, are over 54 years old, are interested because of the nutritional content and benefits of the product, prefer to purchase the product at grocery stores, and have a habit of buying 1–5 kg of rice per month. People in Surabaya who are interested in sugar products tend to live in Sukolilo and are aged 25–34 years. They are interested because the product is relatively inexpensive, prefer to purchase the product at the nearest BULOG office, and have a habit of buying more than 2 kg of sugar per month. People who are interested in cooking oil products tend to live in Rungkut, are aged 45–54 years, are interested for personal reasons, prefer to purchase the product at grocery stores, and have a habit of buying more than 2 liters of cooking oil per month.

Item Type:	Thesis (Other)
Additional Information:	519.537 Azz a-1
Uncontrolled Keywords:	Analisis Segmentasi Pasar, Correspondence Analysis, Produk BULOG, Market Segmentation Analysis, Correspondence Analysis, BULOG’s Products
Subjects:	Q Science > QA Mathematics > QA278.5 Principal components analysis. Factor analysis. Correspondence analysis (Statistics)
Divisions:	Faculty of Vocational > 49501-Business Statistics
Depositing User:	magang .
Date Deposited:	05 Oct 2026 07:15
Last Modified:	05 Oct 2026 07:15
URI:	http://repository.its.ac.id/id/eprint/145267

Actions (login required)

View Item