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ITS » Non Degree » T.Elektronika - PENS
Posted by wono at 13/01/2010 14:09:20  •  6410 Views


STRATEGI PEMASARAN BERDASARKAN PENYEBARAN KONSUMEN PADA RUMAH MAKAN WARALABA MENGGUNAKAN GIS STUDI KASUS WARUNG BU KRIS SURABAYA

MARKETING STRATEGIC BASED ON CONSUMER DISTRIBUTION IN FRANCHISE RESTAURANT USING GIS Case Warung Bu Kris Surabaya

Author :
ARISA, YOANITA DEWI 




ABSTRAK

Kini banyak sekali usaha waralaba yang bermunculan terutama di bidang rumah makan. Seiring dengan banyaknya cabang rumah makan yang didirikan maka semakin banyak pula persaingan dalam memikat konsumen salah satu faktornya adalah lokasi cabang yang tepat dan strategis. Kadangkala pemilik usaha kurang memperhatikan pola penyebaran konsumen sehingga cabang baru yang dibuka tidak seramai cabang utama dari rumah makan tersebut. Sistem Informasi Geografis SIG adalah sistem informasi yang mampu memvisualisasikan pola penyebaran konsumen untuk dapat diketahui dan dianalisa sedangkan Analytic Hierarchy Processing AHP adalah metode yang dapat digunakan untuk pengambilan keputusan dengan multi kriteria dan multi alternatif. Kriteria yang dapat digunakan antara lain banyaknya konsumen banyaknya perkantoran banyaknya perumahan banyaknya rumah makan kompetitor banyaknya perguruan tinggi jarak perumahan dengan cabang terdekat serta sudah ada atau tidaknya cabang rumah makan di daerah tersebut. Dengan visualisasi penyebaran konsumen rumah makan waralaba menggunakan GIS serta ditambahkan metode AHP dapat menentukan rekomendasi lokasi cabang yang akan dibuka selanjutnya. Penentuan hierarki kriteria serta ranking prioritas yang diberikan dapat mempengaruhi hasil rekomendasi lokasi cabang yang baru.


ABSTRACT

Nowadays many franchises business grow especially in restaurant. Along with many restaurants branches which has established it makes a lot of competition to attract the consumer. One of the factors is the location of its branch which is strategic. Sometimes the owner of the company less to take attention in the pattern of consumen so that the new branch is not as crowded as the main branch of the restaurant. Geographic Information System is an information system that able to visualize the pattern of the consumer in order to analyze it while Analytic Hierarchy Processing is a method used to make a decission with multi criteria and multi alternatives. The criteria that can be used such as the number of consumer the number of office the number of housing the number of competitor the number of university the distance from the closer branch and the availability of the branch of the restaurant in that area. Visualitation of the consumer distribution in franchise restaurant used GIS and AHP method able to make a recommendation of the next branch location. The hierarchy criteria and the priority rank which is given able to influence the result of recommendation for the new branch location.



KeywordsSistem informasi geografis; Analytic Hierarchy Processing; lokasi cabang alternatif
 
Subject:  Sistem informasi geografis
Contributor
  1. ARNA FARIZA, S.Kom, M.Kom
    AFRIDA HELEN, S.T., M.Kom
Date Create: 13/01/2010
Type: Text
Format: pdf
Language: Indonesian
Identifier: ITS-NonDegree-3100009036744
Collection ID: 3100009036744
Call Number: RSEP 025.069 1 Ari s


Source
Informatical Engineering, RSEP 025.069 1 Ari s, 2009

Coverage
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Copyright @2009 by ITS Library. This publication is protected by copyright and permission should be obtained from the ITS Library prior to any prohibited reproduction, storage in a retrievel system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permission(s), write to ITS Library




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  1.  ITS-NonDegree-7572-7405040007-kesimpulan.pdf - 15 KB




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