PENENTUAN PASAR RELEVAN UNTUK MINIMARKET BERDASARKAN KARAKTERISTIK JASA RITEL MENURUT PERSEPSI KONSUMEN (Studi Kasus Indomaret Jagalan di Surakarta)

Nowadays, Modern retail industry that has grown quite rapidly in Indonesia was a minimarket with a franchise concept. Development of those Minimarket were caused by many factors, one of them are changing in consumption pattern of the society that usually called by the stage of transition, from traditional retail to modern retail, especially minimarket. Development of Minimarket was potential to abuse dominant position. Those could lead to monopolistic practices and causing unhealthy competition among retail businessmen, both modern retail and traditional retail. One of the competitions among modern retailers could be seen between Indomaret and Alfamart. Based on those reasons, it was important to do a research about defining the relevant market for the minimarket that is determining where the minimarket is compete and who become the competitors. The purpose of this study is to define the relevant market for the minimarket based on the characteristics of retail services according to consumer perceptions by taking a case study of Indomaret which located in Jagalan, Surakarta. Variables which can be used are the product characteristics and marketing mix. Those variables were used to identify the competition map so it can determine who are the competitor of Indomaret and the competitor of other retails by using multidimensional scaling (MDS) technique. From the map position, it can be known the relevant market for Indomaret and other retails. Then it can identify the characteristics of retail services from each retailer by using correspondence analysis technique. The results obtained in this study are shown in the competition map as follow: Alfamart and Indomaret positions are adjacent to each other and other retailers are far apart. Those indicates that consumers perception of the two retailers have similar characteristics retail services and have the same relevant market, whereas, other retailers have their own uniqueness and are not in the same relevant market. The similar retail service characteristic of Indomaret and Alfamart are fresh food products, human resources quality, comfortable atmosphere and advertisement or promotion. SFA and grocery shops have similar characteristics on the availability of cleaning products, beauty products, non-food products; price affordability and completeness of the products range. While Indonora Retail has special characteristics on the snack food and soft drinks, strategic location and quality of service