Analisis Studi Kelayakan Berdasarkan Aspek Pasar Dan Pemasaran Usaha Abah Burger Di Pekanbaru

Ridho'a, Kharunia (2021) Analisis Studi Kelayakan Berdasarkan Aspek Pasar Dan Pemasaran Usaha Abah Burger Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the feasibility of Abah Burger's business in Pekanbaru. In assessing the feasibility of this business only focus on market and marketing aspects. The assessment indicators used include Market Segmentation, Market Targeting, Market Position, Marketing Mix Strategy. This research was conducted at Abah Burger in Pekanbaru by using a descriptive survey research type, namely research that took a sample from a population and used a questionnaire as a data collection tool. Furthermore, the method used in this study is a quantitative method, namely a method based on the philosophy of positivism is used to examine certain populations or samples, sampling techniques are generally carried out randomly, data collection uses research instruments, data analysis is quantitative/statistical with the aim of to test the established hypothesis. The sampling technique used in this study is incidental sampling, which is a sampling technique based on chance, that is, anyone who coincidentally/incidentally meets a researcher can be used as a sample, if it is deemed that the person who happened to be met is suitable as a data source. Data collection techniques using the method of observation, questionnaires, interviews, documentation. The data measurement technique uses the Guttman scale, in assessing the highest answer a score of 1 can be made and disagreeing is given a score of 0. Based on the results of the analysis of the assessment indicators, namely the market and marketing aspects, this business is feasible to run.

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