Analisis Peta Persaingan Produk Kopi Instan Sachet Di Kota Bogor

Abstract

Initially drink a cup of Coffeee is a habbit of Dutch goernment. Coffeee produced by plantations managed by the Dutch government was almost all exported.Lifestyle changes, especially Indonesian people to consume Coffeee product, make rise up companies engaged in Coffeee comodity, especially that produced instant sachet Coffeee. The purpose of this research are:1) identify factors or attributes that most influence the consumer to buy the instant sachet Coffeee product, 2) Identify the brand's competitive position in Bogor and also other relationships between the attributes, and 3) Offering some strategies for some manufactures . At first purpose, the resercher using factor analysisi method, so that got three factors formed by 11 variabels or atrribute that influence consumers to buy instan sachet Coffeee product. For the second and third purpose, resercher using biplot analysis method with SAS 9.2 computer program. The result were brand mapping competition against some factors previously formed with value of each factors 83.6%, 81.9%, and 94.6%.