PERCEPTUAL MAPPINGARTIS PENGUSAHA DAN KUE BUATANNYA

SAFITRI, SAFITRI (2019) PERCEPTUAL MAPPINGARTIS PENGUSAHA DAN KUE BUATANNYA. S2 thesis, Fakultas Ekonomi.

	Text Cover.pdf Download (566kB)
	Text Table_Of_Content.pdf Download (88kB)
	Text Chapter1.pdf Download (197kB)
	Text Chapter2.pdf Restricted to Repository staff only Download (978kB)
	Text Chapter3.pdf Download (1MB)
	Text Chapter4.pdf Restricted to Repository staff only Download (594kB)
	Text Chapter5.pdf Download (218kB)
	Text Bibliography.pdf Download (179kB)

Abstract

Abstract This study aims to find outthe perceptual mapping of entrepreneur artists and homemade cakes among the entrepreneurial cake buyers through Instagram social media. The object of this research study was the entrepreneur artist and cake artist entrepreneur. The entrepreneur artists featured in this study were Tengku Wisnu, Ussy Sulistiawaty, Laudya Cyntia Bella, Irvan Hakim and Irwansyah. While the artist cakes are Malang Strudel, Medan Napoleon, Bandung Makuta, Cirebon Kelana and Makassar Baklave. The cake attributes of the entrepreneur's artist include the taste, packaging, design, prices, texture, aroma and cake variations. The attributes of the entrepreneur's artist include the artist's proficiency in the cake business in the eyes of the respondent, the luxurious lifestyle, the hospitality of the entrepreneur of the entrepreneur, how much the artist in the television industry exists. This research uses quantitative and qualitative methods. The research instrument used was a questionnaire, which was distributed to 200 respondents in the research object area, namely Instagram social media. The sampling technique used in this study was a non-probability technique with a purposive sampling method. The analysis used in this study is a multidimensional scaling analysis, this analysis provides a description of the perception map, it appears the position of each artist and the artist's cake attributes that are close together or far apart. Medan Napoleon cake owned by artist Irwansyah in terms of taste is perceived to be the first best positionamong other artist cakes. This is evidenced by the highest chart position of the four other cake flavor artists. Malang Strudel cake owned by artist Tengku Wisnu in terms of texture, variety and cake packaging is perceived to be in the first best positionamong other artist cakes. This is evidenced by the highest chart position of the four other texture, variations and cake packaging of the artist. The design and aroma of Bandung Makuta cake occupies the highest ranking and position and in terms of price, Ussy Sulistiawaty's Cirebon Kelana cake is in first place. The highest value of respondents' perceptions of the proficiency of entrepreneurs in managing their cake business is shown by artist Irwansyah with the highest perceptions of respondents. But the lifestyle aspect is shown by the artist Laudiya Cintya Bella. The highest value of perceptions by respondents to the existence of entrepreneur artists on television and the friendliness of entrepreneurial artists was shown by artist Irvan Hakim. Keywords: multidimensional scaling analysis, product attributes; texture, taste, aroma, design, price, variety and packaging of cakes, artist attributes; lifestyle, business skills, hospitality, exist on television.

Actions (login required)

View Item