Analisa Perilaku Konsumen terhadap Merek Deterjen dengan Markov Chain dan Biplot (Studi Kasus: Sartika Swalayan, Jl. Sukowati, Gemolong - Sragen)
Abstract: Sartika Swalayan as
one of the supermarket and place for the detergent product market has an
important role in meeting the needs and desires of consumers, so consumers are
satisfied using the detergent product. Therefore, Sartika Supermarkets must do
a good marketing strategy and know the products it sells, including the sale of
detergent products. To know and analyze the detergent product sales next period
can use markov chain analysis, while for consumers to know that many groups use
a certain brand of detergent to use biplot analysis is to find out more
attributes prioritized by most consumers in choosing a particular brand of
detergent. From the research results can be seen that brand switching and the
highest sales for October and November are held by Rinso detergent brand that
is equal to 26%, 24%, 25% as compared to other brands of detergent such as
So-klin (22%, 19%, 17% ), Surf (14%, 17%, 15%), Daia (11%, 10%, 8%), Attack
(20%, 21%, 31%), B-29 (4%, 5%, 2% ) and other brand (3%, 4%, 2%), so that the
detergent is widely used by consumers are brand Rinso Sartika Supermarkets.
Pricing and content of detergents is the first ranking into consideration the
consumer into buying detergent.
Penulis: Hafidh Munawir, Siti
Nandiroh, Reza Latif Romadhona
Kode Jurnal: jptindustridd120188