PENENTUAN PASAR RELEVAN UNTUK MINIMARKETudBERDASARKAN KARAKTERISTIK JASA RITEL MENURUT udPERSEPSI KONSUMEN ud(Studi Kasus Indomaret Jagalan di Surakarta)

摘要

Nowadays, Modern retail industry that has grown quite rapidly in udIndonesia was a minimarket with a franchise concept. Development of thoseudMinimarket were caused by many factors, one of them are changing inudconsumption pattern of the society that usually called by the stage of transition,udfrom traditional retail to modern retail, especially minimarket. Development ofudMinimarket was potential to abuse dominant position. Those could lead toudmonopolistic practices and causing unhealthy competition among retailudbusinessmen, both modern retail and traditional retail. One of the competitionsudamong modern retailers could be seen between Indomaret and Alfamart. Based onudthose reasons, it was important to do a research about defining the relevantudmarket for the minimarket that is determining where the minimarket is competeudand who become the competitors. udThe purpose of this study is to define the relevant market for theudminimarket based on the characteristics of retail services according to consumerudperceptions by taking a case study of Indomaret which located in Jagalan,udSurakarta. Variables which can be used are the product characteristics andudmarketing mix. Those variables were used to identify the competition map so itudcan determine who are the competitor of Indomaret and the competitor of otherudretails by using multidimensional scaling (MDS) technique. From the mapudposition, it can be known the relevant market for Indomaret and other retails.udThen it can identify the characteristics of retail services from each retailer byudusing correspondence analysis technique. udThe results obtained in this study are shown in the competition map asudfollow: Alfamart and Indomaret positions are adjacent to each other and otherudretailers are far apart. Those indicates that consumers perception of the twoudretailers have similar characteristics retail services and have the same relevantudmarket, whereas, other retailers have their own uniqueness and are not in theudsame relevant market. The similar retail service characteristic of Indomaret andudAlfamart are fresh food products, human resources quality, comfortableudatmosphere and advertisement or promotion. SFA and grocery shops have similarudcharacteristics on the availability of cleaning products, beauty products, non-foodudproducts; price affordability and completeness of the products range. WhileudIndonora Retail has special characteristics on the snack food and soft drinks,udstrategic location and quality of service.