PERCEPTUAL MAPPING OF BRANDED COFFEE CHAINS IN MANADO USING MULTI DIMENSIONAL SCALING ANALYSIS

Abstract

The coffee chain business has penetrated the country since many years ago until unconsciously it has become the lifestyle of many people, especially students and business people of various ages. Not only that, branded coffee chains that entered Indonesia have become a symbol of pride and compete with local coffee businesses. To become a branded coffee chain that dominates the market, of course, it requires customers who can continue to choose the coffee chain. Companies must know find out how customers perceive their company in various ways as a benchmark for strategies that they will continue to use in the future.. The objectives of this study are To Know the Perceptual Mapping of Branded Coffee Chains in Manado (Starbucks and the Coffee Bean). The analytical method used is Multi-dimensional Scaling Analysis with 7p’s as indicators. Based on the results of the analysis and discussion using Perceptual Mapping and Multi-dimensional Scaling (MDS) test, it is concluded that the results of hypothesis testing found that Starbucks becomes the most preferred brand of Coffee Chains compared to the Coffee Bean in Manado.