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DAFTAR ISI

Halaman

Halaman Judul ...................................................................................... i

Halaman Pengajuan.............................................................................. ii

Halaman Pengesahan............................................................................ iii

Kata Pengantar ..................................................................................... iv

Daftar Isi ................................................................................................ vi

Daftar Tabel .......................................................................................... ix

Daftar Gambar..................................................................................... x

Daftar Lampiran ................................................................................... xi

Abstrak................................................................................................... xii

Abstract.................................................................................................. xiii

BAB I. PENDAHULUAN

A. Latar Belakang............................................................................... 1

B. Rumusan Masalah ......................................................................... 7

C. Tujuan Penelitian........................................................................... 8

D. Manfaat Penelitian......................................................................... 8

E. Batasan Masalah ............................................................................ 8

BAB II. TINJAUAN PUSTAKA

A. Restoran ......................................................................................... 9

B. Restoran Etnis................................................................................ 13

C. Suku Banjar .................................................................................. 14

D. Pemasaran...................................................................................... 14

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E. STP(Segmentation, Targeting dan Positioning)............................ 17

F. Analisis Cluster ............................................................................. 23

BAB III. METODOLOGI PENELITIAN

A. Objek, Lokasi dan Waktu Penelitian ............................................. 25

B. Pengumpulan Data......................................................................... 25

C. Penentuan Jumlah Sampel ............................................................. 27

D. Identifikasi Variabel ...................................................................... 30

E. Tahapan Penelitian ........................................................................ 32

F. Alur Proses Pengolahan Data ........................................................ 35

G. Pengolahan dan Analisis Data ....................................................... 37

H. Diagram Alir Penelitian................................................................. 46

BAB IV. HASIL DAN PEMBAHASAN

A. Gambaran Umum Rumah Makan Kindai.................................... 48

B. Gambaran Umum Rumah Makan Tebar Rasa ............................ 48

C. Gambaran Umum Rumah Makan Bamara .................................. 49

D. Karakteristik Responden Rumah Makan Banjar ......................... 50

E. Uji Validitas dan Reliabilitas ..................................................... 54

F. Identifikasi Segmentation, Targeting dan Positioning Awal ..... 59

G. Hasil Analisis Segmentation, Targeting dan Positioning ........... 59

H. Usulan Strategi Pemasaran ......................................................... 85

BAB V. KESIMPULAN DAN SARAN

A. Kesimpulan.......................................................................................90

B. Saran........................................................................................... 92

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DAFTAR PUSTAKA................................................................................. 93

LAMPIRAN.......................................................................................................96

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DAFTAR TABEL

Halaman

Tabel 1.1 Kontribusi PDRB Sektoral Provinsi DIY Berdasarkan

Lapangan Usaha Tahun 2013 (%).............................................. 1

Tabel 1.2 Jumlah Mahasiswa menurut Jenis Perguruan Tinggi Swasta

(PTS) di Provinsi DIY, 2012/2013.............................................. 2

Tabel 1.3 Jumlah Mahasiswa pada Perguruan Tinggi Negeri (PTN)

di Provinsi DIY,2012/2013 ......................................................... 2

Tabel 1.4 Jumlah Penduduk Provinsi DIY Hasil Sensus Penduduk 2010

Menurut Jenis Kelamin dan Kabupaten/Kota ............................. 4

Tabel 1.5 Tabel Jumlah Rumah Makan dan Restoran Berdasarkan Kelas . 5

Tabel 3.1 Skala Sikap Likert ....................................................................... 41

Tabel 4.1 Karakteristik Responden Secara Keseluruhan ............................ 51

Tabel 4.2 Hasil Pengujian Validitas Segmentasi......................................... 55

Tabel 4.3 Hasil Pengujian Validitas Positioning......................................... 56

Tabel 4.4 Hasil Pengujian Reliabilitas Segmentasi ..................................... 58

Tabel 4.5 Hasil Pengujian Reliabilitas Positioning..................................... 58

Tabel 4.6 Hasil Uji Multikolinearitas................................................................. 62

Tabel 4.7 Final Cluster Center................................................................ . 63

Tabel 4.8 ANOVA................................................................................. 66

Tabel 4.9 Number of Cases in each Cluster............................................. 67

Tabel 4.10 Karakteristik Responden........................................................... 68

Tabel 4.11 Kelebihan dari masing-masing cluster........................................ 72

DAFTAR GAMBAR

Halaman

Gambar 1.1 Grafik Peningkatan Jumlah Rumah Makan dan Restoran Tahun

2006-2012............................................................................... 4

Gambar 2.1 Segmentasi Pasar dan Hubungannya dengan Perilaku

Pembelian ............................................................................... 18

Gambar 3.1 Diagram Alir Penelitian.......................................................... 46

Gambar 4.1 Hasil Pemetaan positioning Rumah Makan Kindai, Bamara dan

Tebar Rasa .............................................................................. 79

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DAFTAR LAMPIRAN

Lampiran 1 Daftar Pertanyaan untuk Pemilik Rumah Makan

Lampiran 2 Kuesioner Pendahuluan

Lampiran 3 Daftar Menu dan Harga di Tiga Rumah Makan Banjar

Lampiran 4 Tabel r Product Moment

Lampiran 5 Tabel Item Total Statistics Kuesioner Segmentasi

Lampiran 6 Tabel Item Statistics Kuesioner Segmentasi

Lampiran 7 Tabel Item Total Statistics Kuesioner Positioning

Lampiran 8 Tabel Item Statistics Kuesioner Segmentasi

Lampiran 9 Hasil Analisis Cluster

Lampiran 10 Hasil ANACOR