Positioning Analysis Breakfast Menu in Fast Food Franchise based on Customer Perception in Bandung City 2014 (Case Study: Kentucky Fried Chicken, Mcdonalds, Pizza Hut and Dunkin Donuts)

This study aims to find out the positioning of a perceptual map breakfast menu fast food restaurant in Bandung. The objects of this study is a quick service restaurant offering breakfast menu, namely: Kentucky Fried Chicken, McDonald's, Pizza Hut and Dunkin'Donuts. Attributes used in this study is the suitability of price, service, menu variety, quality taste, atmosphere and cleanliness provided by fast-foodrestaurants. The method used is descriptive analysis using the techniques of multidimensional scaling (MDS), this analysis gives a picture positioning of fast-food breakfast menus are displayed in a specified folder perceptual dimensions corresponding product attributes. Multidimensional scaling used is preferred where this approach shows how well the positioning of an outlet to the position of a point on the perceptual attributes of the folder, then the better fast food restaurant breakfast menu is based on attributes. The sample in this study amounted to 400 people, using nonprobability sampling technique sampling with purposive sampling method. Pizza Hut perceived ideal position among other fast-food restaurant that provides breakfast menu. This is evidenced by ranking position based on preference, Pizza Hut is superior based on service attributes, menu variety, quality taste, atmosphere and cleanliness of the restaurant area of the restaurant. While the price attribute, Kentucky Fried Chicken is a fast food restaurant with the best price.