Perencanaan Strategi Pemasaran Dengan Metode Multidimensional Scalling Dan Quality Function Deployment

Aulia Asa Robbika, Teguh Baroto


Abstract


Modern market is growing in Indonesia. In its development, the company strives to provide the best to be superior to existing competitors. Supermarket Lion Superindo is one of the supermarkets in the city of Malang, based on observations, it is known that people are still not familiar with the supermarket, so this study aims to find out what attributes required by customers, the position of the supermarket today and how where to plan the right marketing strategy to increase consumer loyalty. Positioning the company carried out using the method of Multi dimensioanl Scaling, so that it’s known that a competitor who has a lot of similarities with Lion Superindo is Giant Kawi and Loka, attributes that are considered good is the price, while the attributes of a product, place, promotion, employee, service and physical evidence still needs to be repairs / improvements. Planning strategies using Quality Function Development, this method of translating the 19 attributes that consumers desire into 28 technical response given the enterprise, so strategies are made will be in accordance with what consumers need. From planning conducted found 3 strategies that will be proposed is increasing the quality of products and services, pengembanga innovation to the concept of supermarkets and increased media information and promotional activities to consumers.

Keywords


Marketing strategy, MDS, QFD

Full Text:

PDF

References


F. Tjiptono, "Pemasaran Jasa-Prinsip, Penerapan, dan Penelitian," Yogyakarta: CV Andi Offset, 2014.

G. S. Kushwaha and S. R. Agrawal, "An Indian customer surrounding 7P׳ s of service marketing," Journal of Retailing and Consumer Services, vol. 22, pp. 85-95, 2015.

J. Supranto, "Analisis multivariat: arti dan interpretasi," 2010.

A. Dudung, "Merancang Produk, Bandung: PT," Remaja Rosdakaryo Offset, 2012.

C.-N. Liao and H.-P. Kao, "An evaluation approach to logistics service using fuzzy theory, quality function development and goal programming," Computers & Industrial Engineering, vol. 68, pp. 54-64, 2014.

I. Solihin, "Manajemen Strategik," 2012.

S. Santoso, "Menguasai Statistik Multivariat: Konsep Dasar dan Aplikasi dengan SPSS," Jakarta: PT Elex Media Komputindo, 2015.

H.-B. Yan and T. Ma, "A group decision-making approach to uncertain quality function deployment based on fuzzy preference relation and fuzzy majority," European Journal of Operational Research, vol. 241, pp. 815-829, 2015.

F. Zhang, M. Yang, and W. Liu, "Using integrated quality function deployment and theory of innovation problem solving approach for ergonomic product design," Computers & Industrial Engineering, vol. 76, pp. 60-74, 2014.

W.-C. Ko and L.-H. Chen, "An approach of new product planning using quality function deployment and fuzzy linear programming model," International Journal of Production Research, vol. 52, pp. 1728-1743, 2014.




DOI: https://doi.org/10.22219/JTIUMM.Vol17.No1.12-21 | Abstract views : 773 | PDF views : 773 |

Copyright (c) 2018 Jurnal Teknik Industri

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.