Analysis Of Positioning Swalayan Based On Consumer Perception (Case Study On The Planet Swalayan Marpoyan Pekanbaru)

Pujianingsih, Multi (2018) Analysis Of Positioning Swalayan Based On Consumer Perception (Case Study On The Planet Swalayan Marpoyan Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the positioning of supermarkets based on consumer perceptions on Planet Swalayan Marpoyan Pekanbaru. The study used primary data and secondary data obtained through a research questionnaire. The sample in this study amounted to 100 consumers using the purposive sampling method. Based on the results of the analysis of research on self-positioning based on consumer perceptions on Planet Swalayan Marpoyan Pekanbaru is equal to (64%) with the agreed category, then by (22%) with the category strongly agree, then (13%) with the category of disagreement and (1%) ) with the disagree category on the positioning variable then on consumer perceptions amounted to (64%) with the agreed category, then (25%) with the strongly agree category, and (11%) with the less agree category. Based on the results of the study, it can be seen that consumers agree to the proposed indicators related to self-positioning, for example consumers agree that the planet self-positioning is self-service that has many product variations, strategic location placement, cheaper product prices, etc. positioning strategy carried out by the company is right because it can increase the number of consumers and increase profits for the company.

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