ANALISIS POSITIONING RUMAH MAKAN KHAS BANJAR BERDASARKAN PERSEPSI KONSUMEN (Studi Pada Warung Makan Fauzan, Warung Makan Mona dan Warung Makan Idah Jaya di Banjarmasin)

Abstract

This study aim is to get an overview of the competitive landscape, consumer perception and
perceptual gap between consumer perception of product and attributes that offered by Banjar
ethnic restaurant in Banjarmasin. This research object are Warung Makan (WM.) H. Fauzan,
WM. Mona and WM. Idah Jaya. The population is Banjarmasin community with a sample size
of 50 was determined by purposive sampling technique. Data analysis using quantitative
descriptive method and analysis of MDS (Multi-dimentionalScaling) with the help of IBM SPSS
software Ver. 23. The results showed that (1) WM. H. Fauzan has the position above than
WM. Mona and WM. Idah Jaya in consumer perceptions attributes such as physical condition,
service, support and distribution facility locations. Additionally WM. H. Fauzan also has the
advantage that the typical grilled fish sold using a sauce or condiment (original) and has the
highest branch between the typical food stall Banjar other dishes, (2) WM. Mona has
advantages in service, product, and pesonaltraits. (3) WM. Idah Jaya only has advantages in
promotional attributes, price and location.