Lestari, Karisma Yunia (2021) Analisis Segmentasi Pelanggan Coffee Shop di Kota Madiun Berdasarkan Demografis dan Psikografis. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Bertambahnya jumlah coffee shop di Kota Madiun me-nyebabkan persaingan industri antar coffee shop yang sangat ketat, sehingga pemilik coffee shop harus memiliki strategi pemasaran yang baik. Segmentasi pemasaran digunakan oleh pengusaha coffee shop untuk mengelompokkan tanggapan para konsumen terhadap coffee shop di Kota Madiun. Metode yang digunakan pada analisis ini menggunakan cross tabulation dan analisis cluster hierarki. Penelitian dilakukan melalui interview secara langsung kepada 194 pelanggan coffee shop di Kopi Kakak, Kopi Soe, Green Belly Coffee and Space serta Paratamu Coffee Kota Madiun. Hasil penelitian ini menunjukan bahwa segmentasi demografis pelanggan coffee shop mayoritas perempuan yang rata-rata berusia 19-22 tahun dengan penghasilan kurang dari Rp 1.000.000. Hal ini dikarenakan mayoritas pelanggan adalah pelajar atau mahasiswa dan rata-rata pelanggan berasal dari Kota Madiun. Pengelompokan segmentasi psikografis dan atribut terbentuk dua segmen yaitu cluster Sophisticated dan cluster Easy-Going. Cluster Sophisticated dicirikan dengan pelanggan yang sangat memperhatikan atribut coffee shop dan cenderung memilih coffee shop berdasarkan faktor produk, promosi, layanan, visual, suasana dan aksesibilitas. Sedangkan pada cluster Easy-Going mayoritas pelanggan dicirikan dengan pemilihan coffee shop hanya berdasarkan faktor tempat, fasilitas, dan hiburan.
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Increasing numbers of coffee shops in Madiun City causing very tight industrial competition between the coffee shops, so the owner of the coffee shop must have a good marketing strategy. market segmentation is used by coffee shop entrepreneurs to categorize all of the consumer responses towards the coffee shops in Madiun City. a method that is used in this research is cross-tabulation and hierarchical clustering analysis. the research was conducted by direct interviews with 194 coffee shop customers in Kopi Kakak, Kopi Soe, Green Belly Coffee and Space, and Paratamu Coffee. the result shows that there are two segments formed, that is Sophisticated cluster and an Easy-Going cluster. The results of this study indicate that the demographic segmentation of coffee shop customers is the majority of women who are 19-22 years old on average with income less than Rp 1.000.000. Majority of customers are students and the average customer comes from Madiun City. The psychographic and attribute segmentation grouping formed two segments, Sophisticated cluster and Easy Going cluster. A Sophisticated cluster is categorized by customers who really pay attention to the attribute of the coffee shops and tend to choose a coffee shop based on products, promotions, services, visuals, atmosphere, and accessibility factors. meanwhile, an Easy-Going cluster is categorized by customers who choosing a coffee shop based on place, facilities, and entertainment factors.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Cluster, Coffee Shop, Demografis, Psikografis, Segmentasi Cluster, Coffee Shop, Demographic, Psycographic, Segmentation |
| Subjects: | H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing Q Science > QA Mathematics > QA278.55 Cluster analysis |
| Divisions: | Faculty of Science and Data Analytics (SCIENTICS) > Statistics > 49201-(S1) Undergraduate Thesis |
| Depositing User: | Karisma Yunia Lestari |
| Date Deposited: | 14 Aug 2021 12:54 |
| Last Modified: | 14 Aug 2021 12:54 |
| URI: | http://repository.its.ac.id/id/eprint/86567 |
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