SKRIPSI MBS

Analisis Persaingan Layanan Jasa Pesan Antar Makanan (Study Kasus ShopeeFood GrabFood dan GoFood) dengan Penetapan Metode Analysis Hierarchy Process

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ABSTRACT

Online business has attracted consumer because it offers the easiness and
fast delivery to customers. Recently, online food delivery (OFD) is one of the most
popular onlin business. In Indonesia, there are some providers of OFD such as
GrabFood, GoFood and ShopeeFood. This study aims to analyse the positioning of
OCD providers according to customers perception. The sample taken by incidental
sampling to 100 respondents. Analytic Hierarchy Process (AHP) is applied in this
study. Three criteria applied in this study are service quality, price and promotion.
We also implemented ten service quality dimensions, ie. reliability, responsiveness,
competence, courtesy, communication, credibility, security, understanding the
customer and tangible.
Meanwhile, price applied three sub-criteria, i.e. affordability, price
competition, and price suitability. The sub-criteria for promotion are
advertisement, voucher, influencer social media promotion and personal selling.
Three alternatives of OFD providers will be avaluated are GrabFood, GoFood,
and ShopeeFood. The advantage of AHP in this study is we will have the
information about the competition among those three alternatives of OFD based on
criteria and sub-criteria.
Key Word: Market positioning, online food delivery, Analytical Hierarchy
Process, service quality, price competition, promotion

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 MIF a 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 103 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Miftah Azkia Zahro

Versi lain/terkait

Lampiran Berkas

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