RAMADHANI, NYEMAS DINDA (2017) EVALUASI LOKASI, KESIAPAN MANAJEMEN, DAN KESEDIAAN CALON KONSUMEN UNTUK BERBELANJA DI RITEL OCEAN DELI. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pertumbuhan industri ritel yang meningkat setiap tahunnya membuat PT Bumi Menara Internusa (PT BMI), perusahaan produsen seafood, berencana membuka toko ritel seafood. Kurangnya informasi tentang konsumen dan kompetitor serta keterbatasan pengalaman di industri ritel membuat PT BMI khawatir bahwa bisnis ini tidak bisa bertahan lama. Maka dari itu, diperlukan adanya penelitian tentang kesediaan calon konsumen untuk berbelanja di Ocean Deli. Penelitian ini bertujuan menganalisis lokasi toko, analisis positioning, melakukan audit toko baru guna menganalisis kesiapan Ocean Deli sebelum dibuka serta menganalisis pengaruh faktor-faktor pendorong konsumsi seafood terhadap kesediaan konsumen untuk berbelanja seafood. Metode yang digunakan dalam penelitian ini adalah new retail audit, store location evaluation, retail mix strategy, dan regresi linear berganda. Jumlah sampel untuk new retail audit dan analisis positioning yakni 2 orang dari manajemen, untuk store location evaluation yakni 1 orang dari manajemen yang tinggal di Jakarta, dan untuk analisis regresi sampelnya adalah 80 calon konsumen. Berdasarkan penelitian ini dihasilkan temuan bahwa lokasi Ocean Deli di Jalan Duri Raya no. 5 Jakarta Barat merupakan lokasi yang strategis dan potensial untuk membuka ritel, kemudian diketahui profil konsumen yang sering membeli seafood merupakan kalangan menengah dan menengah atas, serta penilaian kesiapan yang sudah mencapai 72,7 persen. Kesediaan calon konsumen berbelanja seafood dipengaruhi kenyamanan, harga, kesehatan, ragam makanan, ketersediaan, dan terakhir variabel selera. Implikasi manajerial yang dihasilkan dari analisis pada penelitian ini berupa rekomendasi berdasarkan retail strategy mix yang dapat menjadi bahan pertimbangan manajemen dalam pengambilan keputusan membuka ritel baru. Originalitas dari penelitian ini adalah menggabungkan metode audit ritel, evaluasi lokasi toko dan regresi linear berganda untuk membantu PT BMI membuka ritel khusus seafood.
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The growth of retail industry which increase every year makes PT Bumi Menara Internusa (PT BMI), a seafood company, plan on opening a seafood retail store. Lack of information about consumer and competitor, also experience limitness in retail industry makes PT BMI quite apprehensive that this business can not sustain. Hence, study about potential consumer’s willingness to buy at Ocean Deli is necessary. This research aims to analyze store location, positioning, auditing the new retail to analyze Ocean Deli’s readiness before opening and analyze the influence of factors that stimulate seafood consumption towards consumer’s willingness to buy seafood. Methods use in this research are new retail audit, store location evaluation, retail mix strategy, and multiple linear regression. Samples for new retail audit and positioning analysis are 2 experts from management, for store location evaluation is 1 expert from management located in Jakarta and 80 samples for multiple regression analysis. Findings of this study shows that Ocean deli’s location in Jalan Duri Raya, West Jakarta is a strategic and potential location for retail opening, then shows profile of consumers that frequently buy seafood is middle and upper class, and readiness asessment which already reach 72,7 percent. Consumer’s willingness to buy seafood influenced by easiness to use, price, health, food diversity, availability, and taste. Managerial implication from this study is recommendation based on retail strategy mix as management consideratin on new retail opening decision making. Originality of this study is combining audit retail, store location evaluation and multiple linear regression method to help PT BMI on new seafood retail opening.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Audit ritel baru, analisis positioning, evaluasi lokasi toko, kesediaan berbelanja, ritel seafood, New retail audit, positioning analysis, seafood retail, store location evaluation, willingness to purchase |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. |
| Divisions: | Faculty of Industrial Technology > Business Management |
| Depositing User: | NYEMAS DINDA RAMADHANI |
| Date Deposited: | 27 Feb 2017 02:59 |
| Last Modified: | 05 Mar 2019 02:37 |
| URI: | http://repository.its.ac.id/id/eprint/2024 |
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