vi 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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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