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Studi Kasus : Alfamart, Indomaret, Yomart, Circle K, Lawson, Yogya Express)

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Studi Kasus : Alfamart, Indomaret, Yomart, Circle K, Lawson, Yogya Express) Tugas Akhir - 2013 ANALISIS PREFERENSI KONSUMEN TERHADAP MINIMARKET DI KOTA BANDUNG (STUDI KASUS : ALFAMART, INDOMARET, YOMART, CIRCLE K, LAWSON, YOGYA EXPRESS) Aditya Hutomo Putra¹, Refi Rifaldi Windya Giri², St³ ¹Manajemen (Manajemen Bisnis Telekomunikasi & Informatika), Fakultas Ekonomi Bisnis, Universitas Telkom Abstrak Penelitian ini bertujuan untuk mencari tahu preferensi konsumen terhadap minimarket yang ada di kota Bandung. Objek studi penelitian ini adalah beberapa minimarket yang ada di kota Bandung, seperti Alfamart, Indomaret, Yomart dan minimarket yang menawarkan konsep baru dalam hal berbelanja seperti, Circle K, Yogya Express dan Lawson. Atribut yang digunakan didalam penelitian ini adalah store image, harga, store layout, lokasi dan layanan tambahan yang di berikan oleh minimarket tersebut. Analisis yang digunakan dalam penelitian ini adalah analisis conjoint, Analisis conjoint adalah analisis yang paling umum untuk diterapkan terhadap market riset dan studi pengembangan poduk dengan tujuan memperoleh skor kegunaan (Utility) yang dapat mewakili kepentingan setiap aspek produk, juga memperoleh skor kepentingan (Importance), sehingga dari skor tersebut dapat ditarik kesimpulan tentang atribut apa yang paling dipertimbangkan konsumen dalam memilih sebuah produk. Hasil dari penelitian ini adalah diperolehnya skor kepentingan dan dari setiap atribut dan taraf yang mempengaruhi preferensi konsumen terhadap minimarket yang ada di kota Bandung. Konsumen minimarket yang menjadi responden dalam penelitian ini menyatakan bahwa mereka menyukai sebuah minimarket yang memiliki image sebagai minimarket yang memiliki produk yang lengkap dan berkualitas, menerapkan harga rendah, kemudian layout yang digunakan adalah layout race track, berada pada lokasi yang berada di jalan raya yang memiliki akses 2 arah, memiliki karyawan yang ramah dan menyediakan layanan sarana makan di tempat. Selanjutnya nilai kepentingan yang diperoleh setiap atribut dalam penelitian ini adalah atribut harga dengan nilai sebesar 63,59%, lokasi sebesar 12,20%, layanan tambahan sebesar 9,17%, image sebesar 7,70%, karyawan sebesar 4,30%, layout sebesar 3,04% Kata kunci : Minimarket di kota Bandung, preferensi konsumen dan conjoint analysis Fakultas Ekonomi Bisnis Program Studi S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika) Powered by TCPDF (www.tcpdf.org) Tugas Akhir - 2013 BAB I PENDAHULUAN 1.1 Tinjauan Terhadap Objek Studi Minimarket adalah sebuah jenis usaha yang menggabungkan antara konsep swalayan dalam skala kecil dengan target pasar yang sama dengan target pasar pada pasar tradisional. Persaingan yang terjadi pada bisnis minimarket saat ini sangatlah ketat, dapat dilihat pertumbuhan minimarket di kota Bandung yang sangat signifikan. Menurut data dari Dinas KUKM dan Industri Perdagangan kota Bandung hingga tahun 2011 jumlah minimarket di kota Bandung adalah 353 minimarket. Pengambilan objek studi dalam penelitian ini adalah minimarket yang merupakan mayoritas di kota Bandung, seperti Alfamart, Indomaret, Yomart dan Cricle K dan minimarket yang menawarkan sebuah konsep baru dalam minimarket, seperti Lawson dan Yogya Express 1.1.1 Alfamart Didirikan pada tahun 1989 oleh Djoko Susanto dan keluarga PT Sumber Alfaria Trijaya Tbk (Alfamart/ Perseroan), mengawali usahanya di bidang perdagangan dan distribusi, kemudian pada 1999 mulai memasuki sektor minimarket. Ekspansi secara ekponensial dimulai Perseroan pada tahun 2002 dengan mengakusisi 141 gerai Alfaminimart dan membawa nama baru Alfamart. Saat ini Alfamart merupakan salah satu yang terdepan dalam usaha ritel, dengan melayani lebih dari 2,1 juta pelanggan setiap harinya di hampir 6.000 gerai yang tersebar di 1 Fakultas Ekonomi Bisnis Program Studi S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika) Tugas Akhir - 2013 Indonesia. Alfamart menyediakan barang-barang kebutuhan pokok dengan harga yang terjangkau, tempat belanja yang nyaman, serta lokasi yang mudah dijangkau. Didukung lebih dari 60.000 karyawan. Hingga tahun 2012 jumlah outlet Alfamart di kota Bandung menurut data statistik, BPS kota Bandung berjumlah 216 buah yang tersebar di seluruh kota Bandung 1.1.1.1 Logo Alfamart Gambar 1.1 Logo Alfamart Sumber: Alfamartku.com 1.1.2 Indomaret Indomaret adalah jaringan peritel waralaba di Indonesia. Merek dagang Indomaret dipegang oleh PT. Indomarco Prismatama. Indomaret merupakan jaringan minimarket yang menyediakan kebutuhan pokok dan kebutuhan sehari-hari dengan luas penjualan kurang dari 200 M2. Dikelola oleh PT Indomarco Prismatama, Tahun 1997 perusahaan mengembangkan bisnis gerai waralaba pertama di Indonesia, setelah Indomaret teruji dengan lebih dari 230 2 Fakultas Ekonomi Bisnis Program Studi S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika) Tugas Akhir - 2013 gerai. Pada Mei 2003 Indomaret meraih penghargaan “Perusahaan Waralaba 2003″ dari Presiden Megawati Soekarnoputri. Lebih dari 3.500 jenis produk makanan dan non-makanan tersedia untuk memenuhi kebutuhan konsumen sehari-hari. Hingga tahun 2012 jumlah outlet Indomaret di kota Bandung menurut data statistik, BPS kota Bandung berjumlah 154 buah. 1.1.2.1 Logo Indomaret Gambar 1.2 Logo Indomaret Sumber: Indomaret.co.id 1.1.3 Yomart Yomart adalah perusahaan ritel modern yang berfokus di bidang minimarket yang telah melayani kebutuhan masyarakat akan barang kebutuhan sehari-hari. Minimarket merupakan bagian dari Yogya Group sebuah kelompok usaha ritel skala nasional yang berpusat di Bandung dan telah berpengalaman mengelola usaha ritel sejak tahun 1982. Minimarket ini membuka tokonya yang pertama pada Agustus 2003 di Ciwastra Bandung kemudian akhirnya menyebar sampai di kota besar lain di Jawa Barat. Sampai 2011 Yomart mengelola lebih dari 250 3 Fakultas Ekonomi Bisnis Program Studi S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika) Tugas Akhir - 2013 toko yang dimilikinya sendiri dan tersebar hampir di setiap kota/kabupaten di Jawa Barat. Hingga tahun 2012 jumlah outlet Yomart di kota Bandung menurut data statistik, BPS kota Bandung berjumlah 94 buah 1.1.3.1 Logo Yomart Gambar 1.3 Logo Yomart Sumber : Yomart-minimarket.com 1.1.4 Circle K Circle K adalah waralaba Toko kelontong atau minimarket Internasional yang berasal dari Amerika Serikat. Perusahaan ini berdiri pada tahun 1951 di El Paso, Texas. Jaringan minimarket Circle K kini dimiliki dan dioperasikan oleh jaringan waralaba toko retail terbesar di Kanada, yaitu perusahaan Alimentation Couche-Tard. Circle K adalah pelopor sebuah minimarket yang beroperasi 24 jam penuh. Hal ini menjadikannya popular di berbagai belahan dunia, termasuk di Indonesia dimana konsep minimarket seperti ini masih jarang. Circle K menjadi trend-setter bagi banyak minimarket sejenis yang muncul kemudian hari. Saat ini Circle K populer di kalangan remaja kota besar di Indonesia. Di mata remaja, Circle K dicitrakan sebagai 4 Fakultas Ekonomi Bisnis Program Studi S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika) Tugas Akhir - 2013 minimarket zaman sekarang, mereka menyediakan berbagai minuman alkohol dan rokok yang cukup lengkap dan beroperasi 24 jam, sebuah hal yang diminati oleh remaja Indonesia masa kini. Pembeli dari gerainya juga diijinkan untuk duduk di depan gerainya sambil menikmati belanjaannya sehingga secara tidak langsung Circle K menjadi kawasan berkumpulnya remaja di kala malam hari. Hingga tahun 2012 jumlah outlet Circle K di kota Bandung menurut data statistik, BPS kota Bandung berjumlah 53 buah. 1.1.4.1 Logo Circle K Gambar 1.4 Logo Circle K Sumber: Circlek.com 1.1.5 Lawson Lawson adalah minimarket berasal dari Jepang yang merupakan tiga besar merek convenience store terbesar di Jepang. Lainnya setelah 7-Eleven dan Family Mart. Lawson sudah memiliki cabang kurang lebih 10.000 gerai di berbagai negara seperti Indonesia, 5 Fakultas Ekonomi Bisnis Program Studi S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika) Tugas Akhir - 2013 Hawai, dan Cina. Dan untuk memperluas jaringannya, Lawson di Indonesia baru saja ada di Jakarta dan Bandung, biasanya minimarket ini menjadi tempat ngumpulnya anak muda untuk menghabiskan waktu. Di Indonesia Lawson dikelola oleh PT Midi Utama Indonesia. Presiden Komisaris PT Midi Utama Indonesia. Pada saat ini outlet Lawson di kota Bandung berjumlah 2 buah 1.1.5.1 Logo Lawson Gambar 1.5 Logo Lawson Sumber: Lawson.jp 1.1.6 Yogya Express Yogya Express merupakan salah satu perusahaan yang dimiliki oleh Yogya Group, sebuah mini market yang menawarkan sebuah konsep baru dalam menjalankan sebuah bisnis minimarket. Dengan menawarkan pelayanan lebih terhadap segi kenyamanan yang diterima 6 Fakultas Ekonomi Bisnis Program Studi S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika) Tugas Akhir - 2013 oleh konsumen. Pada saat ini Yogya Express baru tersedia di kota Bandung, jumlah outlet Yogya Express pada saat ini berjumlah 2 buah. 1.1.6.1 Logo Yogya Express Gambar 1. 6 Logo Yogya Express Sumber: google.com 1.2 Latar Belakang Perkembangan bisnis ritel di Indonesia dalam tiga tahun terakhir menarik perhatian di Asia, khususnya di antara Negara berkembang. Setelah krisis keuangan di tahun 2008, tahun 2010 tercatat sebagai tahun pertumbuhan terbaik yang hampir diseluruh sektor industri tidak terkecuali dengan sektor industri ritel. Persaingan bisnis ritel pada saat ini Semakin ramai, dinamis, dan tuntutan inovasi semakin tinggi. Proses evolusi terus bergulir sesuai dengan perubahan konsumen dan daya belinya. Format dituntut berubah untuk menciptakan segmen-segmen baru. Convenience store yang dulunya toko grocery untuk
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