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ITS » Non Degree » Statistika - D3
Posted by aprill@is.its.ac.id at 14/07/2014 19:54:32  •  3185 Views


MARKET SEGMENTATION ANALYSIS OF FROZEN SEAFOOD WITH FACTOR ANALYSIS AND CLUSTER ANALYSIS METHODS

Author :
PERSADA, NANDA GALUH  ( 1310030071 )




ABSTRAK

Indonesia merupakan negara yang memiliki wilayah laut yang sangat luas bahkan hampir 82. Negara ini wilayahnya adalah laut dengan cakupan yang demikian besar dan luas tentu saja laut indonesia mengandung keanekaragaman sumber daya laut yang potensial baik hayati dan non hayati yang tentunya memberikan nilai yang luar biasa pada sumber daya alam seperti ikan dll. Hal ini sangat menarik untuk diteliti karena hasil laut tersebut diditribusikan ke mana dan dalam bentuk bagaimana. Oleh karena itu penelitian yang dilakukan untuk menyusun strategi pemasaran dengan cara segmentasi pasar. Karakteristik dari responden yang merupakan konsumen dari frozen seafood adalah mayoritas perempuan yaitu ibu rumah tangga dan lulusan SMA yang tiap harinya untuk memenuhi kebutuhan konsumsinya sehari-hari dengan memasak sendiri karena kebanyakan pengeluarannya menengah. Dan konsumen tersebut lebih sering membeli frozen food berbahan daging ayamsapi daripada dari olahan laut. Segmentasi ini melalui dua tahap yaitu analisis faktor kemudian cluster. Dari analisis faktor terbentuk tiga faktor yaitu asuransi kualitas isi dan faktor rasa dan kualitas. Dan terbentuk dua segmen sasaran target untuk pemasaran dengan karakteristik berbeda. lebih disarankan untuk memilih konsumen yang berada di segmen 2 yaitu dengan melihat pengeluaran yang menengah ke atas dan presentase keseringan untuk berperilaku konsumtif lebih besar dari segmen 1.


ABSTRACT

Indonesia is a country that has a very wide area of the sea even almost 82. This country is a sea area with coverage of such a large and broad of course contains a diversity of marine Indonesian marine resource potential both biological and non-biological that would provide exceptional value on natural resources such as fish etc.. It is very interesting to study because the results of the sea diditribusikan where and in what form. Therefore the research conducted to develop a marketing strategy by way of market segmentation. Characteristics of respondents who are consumers of frozen seafood is the majority of women are housewives and high school graduates who each day to meet the daily consumption needs with your own cooking medium because most expenses. And consumers are more likely to buy frozen food made from chicken beef instead of processed sea. This segmentation through two stages then factor analysis cluster. Of factor analysis formed three factors namely quality insurance contents and the taste and quality factors. And formed two target segments for marketing targets with different characteristics. more advisable to select consumers in segment 2 is to look at expenditures and the percentage of middle and upper frequency for consumer behavior is greater than segment 1.



KeywordsFrozen Food; Analisis Faktor; Analisis Cluster; Segmentasi Pasar
 
Subject:  analisis faktor analisis cluster
Contributor
  1. Dwi Endah Kusrini, S.Si., M.Si.
Date Create: 19/07/2010
Type: Text
Format: pdf
Language: Indonesian
Identifier: ITS-NonDegree-13002140000742
Collection ID: 13002140000742
Call Number: RSSt 519.535 4 Per a


Source
Non Degree of Statistics, RSSt 519.535 4 Per a, 2014

Coverage
ITS Community

Rights
Copyright @2014 by ITS Library. This publication is protected by copyright and per obtained from the ITS Library prior to any prohibited reproduction, storage in a re transmission in any form or by any means, electronic, mechanical, photocopying, reco For information regarding permission(s), write to ITS Library




[ Download - Open Access ]

  1.  ITS-NonDegree-30423-1310030071-abstract_id.pdf - 347 KB
  2.  ITS-NonDegree-30423-1310030071-abstract_en.pdf - 357 KB
  3.  ITS-NonDegree-30423-1310030071-conclusion.pdf - 182 KB




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