IDENTIFIKASI FAKTOR DISKRIMINAN YANG MENENTUKAN FREKUENSI KEDATANGAN PELANGGAN DI CAFE DENGAN METODE ANALISIS DISKRIMINAN

Authors

  • Anggoro Prasetyo Utomo Departemen Teknik Industri, Institut Teknologi Harapan Bangsa
  • Rhenna Vidian Departemen Teknik Industri, Institut Teknologi Harapan Bangsa

DOI:

https://doi.org/10.61769/telematika.v7i1.44

Keywords:

cafe, frekuensi kedatangan pelanggan, faktor diskriminan, analisis diskriminan

Abstract

Persaingan ketat bisnis kuliner mengharuskan setiap pelaku usaha menciptakan keunikan yang akan menarik pelanggan mengunjungi bisnis mereka. Dalam bidang usaha cafe terdapat banyak faktor yang dapat dipilih untuk dijadikan daya tarik bagi pelanggan. Untuk meminimaliasi biaya dan resiko investasi pemilik usaha harus memilih faktor yang tepat. Penelitian ini berusaha menemukan faktor-faktor yang menentukan apakah seorang pelanggan akan sering atau jarang mengunjungi cafe. Dengan demikian secara tidak langsung dapat diketahui faktor-faktor yang menentukan laris atau tidaknya
sebuah cafe. Pengumpulan data dilakukan dengan penyebaran kuesioner dua tahap dan pengolahan data menggunakan analisis diskriminan. Penelitian menyimpulkan bahwa faktor yang paling mempengaruhi frekuensi kedatangan pelanggan adalah faktor pelayanan cafe dan fasilitas cafe.

 

Intense business competition in the culinary industry force every business owner to create unique value to attract customer. There are numerous factors to be considered in choosing the unique values. To minimize investment cost and risk business owner needs to choose wisely. This research aims to find factors that affect customer visit frequency in a cafe, hence indirectly identifying factors that affect the successfulness of a cafe. Data collection is conducted through two steps of questionnaires. Discriminant analysis will be used in the processing. This research concludes that service factor and facility factor are the most influential to customer visit frequency.

References

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Published

2015-05-06

Issue

Vol. 7 No. 1 (2011)

Section

Articles

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