Strategi Pemasaran Daging Sapi Ke Rumah Makan Di Kota Bogor
Abstract
Food is a fundamental need for human being. Indonesia as the 4th biggest of density population in the world after China, India, and USA surely has highly level of food consumptions. One of them that is mostly important is a beef. A restaurant as business community has higher beef consumption and continuity than household consumption, so that is potential to be a purpose of beef marketing. Bogor city is a region that has economically strategic location near to Jakarta as the capital city, especially in service aspect. Bogor has highly level of food consumption and become the 3rd biggest of its consumption level in West Java with the beef consumption as high as. The trend and life style of its society especially in the cities have a big portion to do work more in their time and energy. So they have a habit to buy food outside home, like restaurant. The number of restaurants in Bogor city has been increasing year after year. In Bogor city, there are many traditional market and has mainly one butchery marketplace (Butchery House) for restaurants beef supply. At the latest year, modern market has been emerging in Bogor. But, the issues of putrescent beef and nubbling beef in traditional market can affect perception of consumers to the beef quality. The information make consumers more aware to the product. The knowledge of consumer perception of the quality is important. It also determine whether buy the product or not. The purpose of this research are to analyze restaurants and the decision making process in buying beef by the restaurants in Bogor city; to analyze perception of restaurants in Bogor city to the beef sold at butchery house, traditional market, and modern market; to arrange product, price, promotion, and distribution of beef to the restaurants in Bogor city. This research held in Bogor city with the respondent are restaurants. The place determination is deliberately determined by the author, considering to potential beef market in Bogor and also its consumption are continuous and high. This research was carried out on April 2008 till July 2008. Sample was put by Convenience Sampling technique that is at represented location and time, and also its availability of respondents. The sample used are 60 samples. Data of this research are primary data (questioner and interview) and secondary data (literatures, magazines, internet, latest research journal, and else). The tools of its analysis are descriptive analysis to describe respondents behavioral and characteristic in buying beef; Spearman Rank test to examine questioners validity; Cronbach Alfa test to examine reliability of the questioner; and Multidimensional Scaling (MDS) to determine respondents perception. This research result that restaurants in Bogor city have some common characteristics, they are Padang Restaurant that have been going on 7 years, had mean of income per month over Rp 10.000.000,- and processed them in rendang. In taking decision process, most of restaurants bought beef in reason by internal stimulus; there are the part of beef, the freshness, and the price. The art of beef that is usually used are fresh beef and the part has of beef. Mostly restaurants got some beef market information based on personal experience and directly come from the seller. Almost restaurants bought the beef at traditional market, mainly at Pasar Bogor and Pasar Anyar in reason by they had intently bought them there. Almost restaurants bought beef as much 1 to 5 kilograms in every bought. Almost restaurants directly bought beef to the seller and in cash paid. Respondent percept that beef sold at Butchery House had the best freshness, completely part of beef, and also they all fresh and came from domestic farm. The beef sold at traditional market percept by respondent were having good freshness, completely part of beef, good toughness, and also the low price. Meanwhile the beef sold at modern market percept by respondent were not having any special quality than other market. But they still can reach some achievement in fat, smooth fiber, halal label and clearly admission from Health Department. The beef sold at Butchery House market generally more superior than traditional market and modern market. But the beef sold at traditional market can still compete that superiority, particularly in price, freshness, toughness, fat level, fibre level, and clear sertification. Mix marketing strategy that recommended consist of product, price, promotion and distribution. Strategy for product are giving brand name; selling three different brand (regular, secondary, and special); applying vacum package in small size; labelling, applying long term payment, and delivery order system. Price strategy are doing price stratification for each brand. Distribution strategy are making zero level distribution channel; and using motorcycle and cooler box as mean of transportation. And strategy for promotion are distributing and attaching brochures and leaflet at Anyar Tradisional Market, Bogor Tradisional Market and restaurants; advertise product at Jurnal Bogor and Radar Bogor newspaper, giving free sample; put in discount, bonus, and warranty; and doing personal selling.