Pengukuran brand image restaurant the Duck King = Measurement brand images of the Duck King restaurant

Karta, Ray (2013) Pengukuran brand image restaurant the Duck King = Measurement brand images of the Duck King restaurant. Bachelor thesis, Universitas Pelita Harapan.

[img] Text (Title)
Title.pdf

Download (381kB)
[img] Text (Abstract)
Abstract.pdf

Download (196kB)
[img] Text (ToC)
ToC.pdf

Download (127kB)
[img] Text (Chapter 1)
Chapter 1.pdf
Restricted to Registered users only

Download (182kB)
[img] Text (Chapter 2)
Chapter 2.pdf
Restricted to Registered users only

Download (232kB)
[img] Text (Chapter 3)
Chapter 3.pdf
Restricted to Registered users only

Download (450kB)
[img] Text (Chapter 4)
Chapter 4.pdf
Restricted to Registered users only

Download (338kB)
[img] Text (Chapter 5)
Chapter 5.pdf
Restricted to Registered users only

Download (261kB)
[img] Text (Bibliography)
Bibliography.pdf

Download (140kB)
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only

Download (167kB)
[img] Text (Publication Agreement)
Publication Agreement.pdf

Download (395kB)

Abstract

Tingkat persaingan di dunia kuliner akhir-akhir ini menjadi semakin ketat. Di Jakarta, restoran cina maupun restoran hidangan bebek kini kian bertambah banyak, mulai dari kaki lima hingga kelas bintang lima. Secara hampir bersamaan, banyak pengusaha makanan membuka tempat makan dengan jenis makanan yang berbeda-beda, mulai dari makanan barat hingga masakan cina. Restoran The Duck King salah restoran masakan cina yang sedang berkembang saat ini. The Duck King merupakan restoran yang dibuat oleh perusahaan The Duck King Group untuk menyajikan hidangan masakan cina dengan menu unggulan hidangan bebek. Mengingat ketatnya persaingan kuliner, The Duck King sebagai restoran yang sedang berkembang perlu mengadakan perumusan brand image terkait produk dan pelayanan yang diberikan. Pengukuran ini dimaksudkan agar dapat diketahui image The Duck King yang melekat dalam ingatan konsumen. Tentu saja image buruk akan menguntungkan kompetitior. Sebenarnya, brand images merupakan persepsi konsumen yang membentuk suatu dasar pemikiran atas sebuah produk. Kadang dengan persepsi tersebut mempengaruhi pada keputusan pembelian. Munculnya brand images tersebut berasal dari brand association (persepsi) yang berkembang menjadi sebuah pencitraan yang melekat tajam dalam ingatan. Dengan menggunakan teori marketing brand knowledge Keller, 1993, maka penelitian ini dilakukan pada 2 jenis responden, yakni pengunjung (n=101 responden) dan non pengunjung (n=102 responden) The Duck King. Setelah pengolahan dengan metode cochran Q test pada kuesioner pengunjung, maka didapatkan 11 brand image pada The Duck King. Namun diluar dari sebelas images itu, ada beberapa asosiasi/persepsi yang bersifat negatif sehingga perlu ditelaah lebih lanjut oleh pihak manajemen, antara lain porsi makanan, harga dan promosi. Sedangkan untuk responden non pengunjung, selain diingat sebagai restoran keluarga ada 3 asosiasi yang diingat yakni terkait rasa yang enak, harga mahal, dan kurangnya promosi. Setelah dianalisis serta dibandingkan pada kedua jenis responden pengunjung maupun non pengunjung, ternyata hasilnya tidak terlalu jauh berbeda. Pada dasarnya The Duck King sudah memiliki pencitraan baik terkait rasa dan pelayanan. Akan tetapi ada beberapa aspek yang perlu dipertimbangkan kembali, supaya dapat mewujudkan The Duck King sebagai premiere chinese cuisine. / The level of competition in the culinary world these days are becoming increasingly stringent. In Jakarta, chinese restaurant and the restaurant in duck specialty are growing, start from street vendors to five star taste. Almost simultaneously, all food entrepreneurs open restaurants that serves diverse type of food, from western to chinese food. The Duck King restaurant is one of chinese food restaurant that being developed at this time. The Duck King is a restaurant created by the company to The Duck King Group. It serves chinese cuisine with specialty menu in duck dishes. Considering tougher competition in culinary world today, The Duck King as a growing restaurant need to conduct measurements of brand image related products and services provided. This measurement is intended to discover images of The Duck King in the eyes of consumers. Of course, bad image would give benefits to competitor. Actually, brand image is a consumer perception that forms a basis for reasoning on a product. Sometimes the perception of the influence on the purchase decision. The emergence of brand images are from brand association (perception) that develops into a sharp imagery inherent in the memory. By using the brand knowledge theory of marketing Keller, 1993, the research was conducted on two types of respondents, visitors (n=101 respondent) and non-visitors (n=102respondent) of The Duck King. After processing by the method cochran Q test on visitor questionnaires, the images acquired 11 brand at The Duck King. But outside of those eleven images, there are several associations / perceptions that are negative that should be examined by the management, such as portion of food, price and their promotion. As for the non-visitor respondents, besides known as family restaurant, there are 3 associations relevant to remember that good taste, expensive price, and lack of promotion. Having analyzed and compared the visitors respondents and non-visitors respondents, however there isn’t too much different result. Basically, The Duck King already has a good image associated taste and service. However, there are several aspects that need to be reconsidered in order to create The Duck King as the premiere chinese cuisine.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Karta, RayUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorLaurence, LaurenceUNSPECIFIEDUNSPECIFIED
Thesis advisorKristina, Helena J.UNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Brand Image; Brand Association; Cochran Q Test
Subjects: T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering
Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering
Depositing User: Mr Samuel Noya
Date Deposited: 07 Jan 2019 08:27
Last Modified: 26 Feb 2019 06:38
URI: http://repository.uph.edu/id/eprint/2277

Actions (login required)

View Item View Item