1. Nindya Harum Solicha 19011033
Tejo Sandi Saputra 19011134
Reza Marta Fawzy 19011146
Doni Laksono 19011156
Final Report
Shopper Behaviour
McDonald’s Simpang Dago

2. !
Table
of
Contents
………………………………………………………………………………………
Chapter
1.
Introduction
1.1
Background
………………………………………………………………………………………………………
1.2
Research
Objective
……………………………………………………………………………………………
1.3
Research
Problem
………………………………………………………………………..……………………
1.3
Research
Questions
……………………………………………………………………………………………
!
Chapter
2.
Methodology
2.1
Project
Planning
…………………………………………………………………………………………………
2.2
Object
Identi@ication
…………………………………………………………………………………………..
2.3
Section
Selection
………………………………………………………………………………………………..
2.4
Data
Collection
…………………………………………………………………………………………………..
2.5
Data
Analysis
……………………………………………………………………………………………………..
2.6
Final
Report
……………………………………………………………………………………………………….
Chapter
3.
Result
and
Analysis
3.1
Shopper
Characteristic
………………………………………………………………………………………
3.2
Store
Measurement…………………………………………………………………………………………….
3.3
Shopper’s
Decision
Making
Process:
The
EKB
Model
…………………………………………..
3.4
Segmenting,
Targeting,
and
Positioning
Strategy
…………………………………………………
3.5
Integrated
Marketing
Communication
………………………………………………………………..
!
Chapter
4.
Conclusion
4.1
Conclusion
………………………………………………………………………………………………………..
!
Reference
…………………………………………………………………………………………………………………….
Appendix
……………………………………………………………………………………………………………………..
!
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3. Chapter
1
Introduction
!
1.1
Background
!
Fast
food
restaurant,
also
known
as
a
quick
service
restaurant
(QSR),
is
a
speci@ic
type
of
restaurant
characterized
both
by
its
fast
food
cuisine
and
by
minimal
table
service.
Most
of
people
become
the
consumers
of
fast
food
restaurant
due
to
the
fast
response
in
services
beside
the
menu
offered.
According
to
bisnis.news.viva.co.id,
the
fast
food
restaurant
blooming
in
Indonesia
achieves
more
than
1000
spots
particularly
in
big
cities
such
as
Jakarta,
Bandung,
Surabaya,
Medan,
Semarang,
etc.
Nowadays,
fast
food
restaurants
have
improved
not
only
selling
foods
and
beverages
but
also
selling
the
most
cozy
hang
out
place
to
attract
many
people
to
come
in.
!
Mc
Donald
Simpang
Dago
is
one
if
the
most
crowded
fast
food
restaurant
in
Bandung
which
states
in
one
of
the
most
strategic
site
in
Bandung.
It
is
on
the
four
junction
and
among
Bandung
colleges.
Beside
offering
special
menu
in
certain
times,
Mc
Donald
Simpang
Dago
also
provide
comfortable
place
to
gather
completed
with
facilities
for
instance
internet
hotspot,
LCD
TV,
lavatory,
pray
room,
smoking
area.
Mc
Donald
Simpang
Dago
has
large
segmentation
which
the
consumers
come
from
groups
of
family,
college
students,
career
people,
etc.
Most
of
them
especially
college
students
often
come
to
Mc
Donald
Simpang
Dago
for
having
meeting
and
accomplishing
assignments.
They
spend
several
hours
in
Mc
Donald
Simpang
Dago
therefore
it
makes
Mc
Donald
Simpang
Dago
looks
have
peek
time
of
consumers
everytime.
!
Realizing
Mc
Donald
Simpang
Dago
as
one
of
the
most
crowded
fast
food
restaurant
in
Bandung
which
the
consumers
are
mostly
young
people
from
college
students,
there
will
be
two
main
points
of
question
related
to
shopper
behavior
in
point
of
purchase.
These
two
of
questions
will
answer
the
analysis
concept
of
conversion
rate
and
spending
time.
Why
do
people
around
Dago
Bandung
choose
Mc
Donald
Simpang
Dago
as
point
of
purchase?
How
long
they
spend
times
in
Mc
Donald
Simpang
Dago?
!
1.2
Research
Objective
1. to
@ind
out
the
store
measurement
of
McDonald’s
Simpang
Dago
which
are
conversion
rate
and
spending
time
2. to
know
more
about
the
decision
making
process
of
customer
in
McDonald’s
Simpang
Dago
based
on
EKB
Model
3. to
@ind
the
Segmenting,
Targeting
and
Positioning
of
McDonald’s
Simpang
Dago
4. to
analysis
the
problem
and
opportunities
of
Integrated
Marketing
Communication
of
McDonald’s
Simpang
Dago
and
also
give
the
recommendation
toward
it.
!
!

4. 1.3
Research
Problem
!
McDonald’s
Dago
Square
(Simpang
dago)
is
the
most
strategic
fast
food
restaurant
in
Bandung.
It
is
located
in
the
intersection
of
busy
area—Dago—which
connects
four
main
roads;
Dago
Rd.,
Dipati
Ukur
Rd.,
Siliwangi
Rd.,
and
Ir.
H.
Juanda
Rd.
McDonald’s
Dago
Square
is
usually
visited
by
the
people
around
and
sometimes
is
visited
by
people
from
other
cities
or
tourists.
This
visit
will
make
McDonald’s
crowded.
The
people
crowd
in
McDonald’s
have
many
reasons
such
as
to
meeting,
doing
homework,
having
meals,
and
even
just
sitting
to
use
its
facilities—Wi-­‐Fi,
Toilette,
Electricity—and
the
problem
is
they
spend
long
time
only
for
it
with
some
products
of
McDonald’s
purchased
and/or
even
they
do
not
purchase
the
products
at
all.
!
1.4
Research
Question
!
1. What
makes
people
want
to
purchase
products
from
McDonald’s?
2. Why
do
people
spend
long
time
in
McDonald’s
Dago
Square?
3. What
marketing
communication
strategy
should
McDonald’s
implement
to
attract
new
customers?
!
!
!
!
!
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!
!

5. Chapter
2
Methodology
!
1.
Preparation
and
Conception
First
of
all,
we
would
like
to
make
a
master
plan
method
for
accomplishing
the
observation.
This
is
aimed
to
do
the
observation
with
focusing
on
certain
purposes.
In
the
process
of
preparing
research
problem,
we
also
encourage
the
concepts
and
theories
of
Shopper
Behaviors
in
our
lecture
which
is
given
by
lecturer
and
tutor.
We
have
divided
the
@low
of
observation
process
to
reach
out
the
conclusion
and
implement
the
job
description
for
each
member
of
team.
The
grand
design
of
our
observation
is
put
in
our
observation
timeline.
2.
Finding
Research
Problem
The
second
procedure
in
our
methodology
is
analyzing
the
research
problem
for
this
project.
We
determined
to
choose
Mc
Donald
in
Simpang
Dago,
Bandung
as
our
point
of
purchase.
Thus,
we
found
some
research
problems
related
to
our
point
of
purchase,
Mc
Donald
Simpang
Dago;
they
are
conversion
rate
and
spending
time.
In
this
step,
we
are
going
to
analyze
the
reason
why
people
consume
and
choose
Mc
Donald
Simpang
Dago
as
point
of
purchase.
Beside
that,
we
also
want
to
observe
how
much
time
people
spend
in
Mc
Donald
Simpang
Dago?
Those
two
components
of
our
research
problems
will
be
analyzed
with
the
relation
of
shoppers’
characteristics/
behaviors.
3.
Hypothesis
Prediction
Before
we
run
the
observation,
we
had
made
hypothesis
related
to
our
research
problem.
The
majority
of
people
who
consume
Mc
Donald
Simpang
Dago
are
due
to
the
menu
offered,
facilities
and
strategic
place
as
point
of
purchase
which
is
situated
close
to
colleges
in
Bandung.
Meanwhile,
people
will
spend
at
least
one
hour
even
more
in
Mc
Donald
Simpang
Dago
to
have
a
meeting
and
doing
college
assignments.
4.
Data
Collection
Process
Our
data
collection
process
is
started
by
using
observation
in
McDonald’s
Simpang
Dago
for
conversion
rate
and
spending
time
their
customer.
Then,
we
distribute
the
questionnaire
to
40
(forty)
people
who
consume
and
choose
McDonalds
Simpang
Dago
as
point
of
purchase
to
get
the
additional
data.
Our
participants
are
people
who
visit
McDonald
Simpang
Dago.
It
can
be
an
individual
or
group
such
as
student,
of@icer,
family,
etc.
The
participants
can
be
male
or
female
with
the
range
of
age
between
under
13
until
above
45
years
old.
We
prefer
distributing
questionnaire
to
interviewing
because
we
believe
that
the
result
of
doing
survey
is
easier
to
be
analyzed
than
analyzing
the
data
of
interview.
!

6. We
do
some
observation
three
times;
2
days
in
weekdays
(Thursday,
November
7th
at
12.00-­‐12.30
and
Friday,
december
14th
at
19.00-­‐19.30)
and
a
day
in
weekend
(Saturday,
December,
15th
at
19.00
-­‐
19.30)
5.
Data
Interpretation
After
collecting
analyzed
data,
we
process
it
by
using
Mean
Method
(+inding
the
average
value
of
each
data).
In
data
analyzing
process
as
the
part
of
data
interpretation,
we
are
going
to
relate
the
data
among
variables
and
understand
the
causal
relation.
Besides,
we
also
analyze
data
to
prove
our
hypothesis
which
help
us
to
make
conclusion.
In
ordered
to
obtain
valid
and
quali@ied
conclusion,
we
would
like
to
verify
to
result
of
questionnaire
and
then
we
explore
the
statistic
data
of
survey
into
description.
6.
Taking
Result
After
accomplishing
whole
procedures
of
our
observation
methodology,
we
can
make
conclusion
for
this
project
however
before
we
determine
the
last
conclusion;
we
consult
to
our
lecturer
and
tutor
for
revising
the
result
of
our
project.
Our
conclusion
will
answer
and
explain
the
research
problem
that
we
have
made.
!
!
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!
!

7. Chapter
3
Result
and
Analysis
!
!
3.1
Shopper
Characteristic
a.
Consumer
Type
The
graphic
and
table
above
shows
that
the
@irst
rank
customer
type
is
individual,
followed
by
group
and
the
last
is
family.
But
for
note,
on
weekend
the
number
of
group
customer
is
more
than
the
number
of
individual
customer
than
in
weekdays.
The
number
of
family
in
weekend
is
much
different
than
in
weekdays
because
of
free
time
of
most
entire
member
of
family
and
they
have
dinner
at
McDonalds
Simpang
Dago.
!
!
!
1st (7/11)
12.00-12.30
2nd (14/12)
19.00-19.30
3rd (15/12)
19.00-19.30
Total
Individual 6 21 11 38
Group 2 6 18 26
Family 1 0 6 7
Consumer Type
NumberofType
0
10
20
30
40
Days of Observation
1st (7/11) 12.00-12.30 2nd (14/12) 19.00-19.30 3rd (15/12) 19.00-19.30
Individual Group Family

8. b.
Gender
!
From
table
and
graphic
shows
that
male
is
the
most
visitor
of
McDonalds
Simpang
Dago
but
not
much
signi@icant
different
with
the
number
of
female
customer
of
McDonalds
Simpang
Dago.
Weekend
is
the
day
of
most
number
of
visitors
of
McDonalds
Simpang
Dago
which
is
two/three
times
from
the
customers
in
weekdays
with
male
43
peoples
and
female
31
peoples.
The
number
of
male
in
Thursday
at
12.00
until
12.30
p.m
is
less
than
the
number
of
male
in
other
observation.
!
!
!
!
!
!
!
1st (7/11)
12.00-12.30
2nd (14/12)
19.00-19.30
3rd (15/12)
19.00-19.30
Total
Male 14 24 43 81
Female 20 18 31 69
GenderNumberofPeople
0
20
40
60
80
Days of Observation
1st (7/11) 12.00-12.30 2nd (14/12) 19.00-19.30 3rd (15/12) 19.00-19.30
Male Female

9. c.
Age
This
data
indicates
that
customer
with
age
18-­‐25
years
old
is
the
most
visitors
of
McDonald’s
Simpang
Dago
in
total
of
three
observation
and
every
observation.
They
describe
the
age
of
college
students,
it
doesn’t
surprise
because
the
location
of
McDonald’s
Simpang
Dago
that
near
several
college
in
Bandung.
It
is
followed
by
age
13-­‐17
years
old
who
@igures
the
high
school
students
and
26-­‐40
years
old.
!
!
!
!
!
1st (7/11)
12.00-12.30
2nd (1412)
19.00-19.30
3rd (15/12)
19.00-19.30
Total
< 13 2 0 4 6
13-17 9 4 21 34
18-25 15 26 38 79
26-40 6 11 5 22
>40 2 1 6 9
NumberofPeople
0
20
40
60
80
Days of Observation
1st (7/11) 12.00-12.30 2nd (1412) 19.00-19.30 3rd (15/12) 19.00-19.30
< 13 13-17 18-25 26-40 >40

10. d.
Reason
to
Buy
in
McDonalds
Simpang
Dago
From
40
respondents
who
visit
McDonald’s
Simpang
Dago,
we
know
that
the
reason
to
visit
McDonald’s
Simpang
Dago
are
40%
near
location
from
campus
and
house,
17%
open
24
hours
and
16%
comfort
place.
These
are
the
top
three
reason
with
the
rest
because
of
free
wi@i
(12%),
complete
facility
(9%),
usual
place
that
their
friends
are
visited
(3%),
cool
hangout
place
(2%)
and
they
are
invited
by
their
friend
(1%).
e.
Activity
in
McDonald’s
Simpang
Dago
From
40
respondents
who
visit
McDonald’s
Simpang
Dago,
we
can
conclude
that
46%
of
respondents
have
eat
and
drink,
32
%
are
doing
task,
10%
are
using
Free
WiFi
and
meeting
and
another
reason
is
recharge
their
gadget.
!
Reason to Buy
1%2%3%
9%
12%
16%
17%
40%
Near campus and house
Open 24 Hours
Comfort Place
Free WiFi
Complete Facility
usual place that my friends are visited
Cool Hangout Place
invited by friend
Activity
1%1%
10%
10%
32%
46%
Eat and Drink Doing Task
Using Free WiFi Meeting
Chatting with Friends Recharge Gadget

11. f.
With
whom
to
visiting
McDonald’s
Simpang
Dago
Based
on
the
distributed
questionnaire
toward
40
respondents
that
have
been
visited
McDonald’s
Simpang
Dago,
63%
of
them
are
visited
McDonald’s
Sipang
Dago
with
their
friend
and
the
next
is
visiting
alone
(19%)
and
the
rest
are
with
family
(8%),
boyfriend/girlfriend
(6%),
and
prospective
boyfriend/girlfriend
(4%)
in
order
to
know
each
other.
!
g.
Spending
Time
on
McDonald’s
Simpang
Dago
From
40
respondents
who
visit
McDonald’s
Simpang
Dago,
we
can
assume
that
48%
of
them
spend
1
until
2
hours
to
visit
in
McDonald’s
Simpang
Dago.
Followed
by
25%
of
respondents
that
spend
2
until
3
hours
for
visiting
McDonald’s
Simpang
Dago
and
the
last
are
2
until
3
hours
and
more
than
5
hours
with
the
same
percentage,
10%
of
respondents
that
spend
their
time
in
McDonald’s
Simpang
Dago.
!
Spending Time on McDonald’s
Simpang Dago
10%
33%
48%
10%
<1 jam 1-2 jam 2-3 jam > 3 jam
4%6%
8%
19%
63%
Friend Alone
Family Boy/girlfriend
prospective boy/girlfrind

12. 3.2
Store
Measurement
Conversion
Rate
and
Spending
Time
!
!
!
! !
!
!
!
!
!
Average Percentage of
Conversion Rate
Average Minutes of Spending
Time
Week-Days 84.34% 111 minutes
Week-End 85.42% 107 minutes
Days When Sample
Conversion Rate Spending Time
Number
of Visitor
(5’)
Number
of Buyer
(5’)
Percentage Sample Entrance
Come-
Out
Duration
(minutes)
Week-
Days
Thur, Nov 7th
2013.
(12.00-12.30)
1 2 2 100 A 12.00 13.26 86
2 5 3 60 B 12.05 13.35 90
3 6 6 100 C 12.13 13.40 87
4 3 3 100 D 12.17 14.42 145
5 1 1 100 E 12.26 15.01 195
6 4 3 75 F 12.29 15.34 185
Fri, Dec 14th
2013
(19.00-19.30)
1 17 8 47.05 A 19.02 21.09 127
2 1 1 100 B 19.08 19.41 33
3 8 4 50 C 19.12 20.39 87
4 5 4 80 D 19.20 21.15 115
5 7 7 100 E 19.25 21.39 135
6 4 4 100 F 19.26 20.17 51
Week-
End
Sat, Dec 15th
2013
(19.00-19.30)
1 4 2 50 A 19.00 19.45 45
2 12 10 83.33 B 19.07 19.55 48
3 16 15 93.75 C 19.11 20.40 89
4 9 9 100 D 19.21 21.30 129
5 23 21 91.30 E 19.24 21.41 137
6 17 16 94.12 F 19.30 22.01 191

13. ! Look
at
the
data
above,
there
is
no
signi@icant
difference
on
the
average
percentage
of
conversion
rate
on
weekdays
and
weekend
but
still
on
weekend
has
the
conversion
rate
higher
than
weekdays
for
about
1.08%.
This
fact
is
reasonable
enough
since
the
number
of
McDonald’s
Simpang
Dago
visitors
are
mostly
increasing
on
the
weekends.
Therefore,
we
can
say
that
the
relationship
between
conversion
rate
and
number
of
visitors
in
a
store
tend
to
be
directly
proportional.
In
other
words,
the
more
number
of
visitors
that
come
to
McDonald’s
Simpang
Dago
will
make
a
higher
probability
that
visitors
will
turn
into
buyer
and
make
a
transaction.
!
Conversely,
the
average
minutes
of
spending
time
visitors
in
McDonald’s
Simpang
Dago
is
higher
in
weekdays
than
weekend.
This
fact
occurs
because
of
the
weekdays
is
the
productive
day
to
do
the
task
because
of
the
majority
customer
of
McDonald’s
Simpang
Dago
are
college
students
and
they
reason
to
visit
there
to
do
task
(32%
of
reason
to
visit)
with
their
friends
(63%
of
with
whom
visit).
But,
the
difference
is
a
little
in
average
spending
time
in
weekdays
and
weekend
with
10
minutes
difference.
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!

14. 3.3
Shopper
Decision
Making
Process:
EKB
Model
!
a.
Framework
Analysis
Shopper
Decision
Making
!
Problem
Recognition
Most
decision
making
starts
with
some
sort
of
problem.
The
consumer
develops
a
need
or
a
want
that
they
want
to
be
satis@ied.
The
consumer
feel
like
something
is
missing
and
needs
to
address
it
to
get
back
to
feeling
normal.
!
Search
Once
consumers
perceive
a
need
that
can
be
satis@ied
by
the
purchase
of
a
product,
they
begin
to
search
for
information
needed
to
make
a
purchase
decision.
Life
experience
in
the
past
helpful
to
make
the
correct
purchase
decision.
This
information
retrieval
is
referred
to
as
internal
search.
If
the
internal
search
does
not
yield
enough
information,
the
consumer
will
seek
additional
information
by
engaging
in
external
search.
In
this
stage
also
beginning
the
risk
management.
People
often
don’t
want
to
regret
making
a
decision
so
extra
time
being
put
into
managing
risk
may
be
worth
it.
People
also
remember
bad
experiences
over
good
ones,
take
that
into
account.
!
Alternative
Evaluation
Once
the
consumer
has
determined
what
will
satisfy
their
want
or
need
they
will
begin
to
begin
to
seek
out
the
best
deal.
This
may
be
based
on
price,
quality,
or
other
factors
that
are
important
for
them.
Customers
read
many
reviews
and
compare
prices,
ultimately
choosing
the
one
that
satis@ies
most
of
their
parameters.
!
Selection
Stage
After
summary
all
the
criteria
for
the
decision
the
customers
now
decide
on
what
they
will
purchase
and
where.
They
have
already
taking
risk
into
account
and
are
de@inite
on
what
they
want
to
purchase.
They
may
have
had
prior
experience
with
this
exact
decision
or
maybe
they
succumbed
to
advertising
about
this
product
or
service
and
want
to
give
it
a
try.
!
Evaluation
of
Decision
The
consumer
decision
process
does
not
end
with
the
purchase.
After
consumption,
the
consumer
assesses
the
level
of
performance
of
the
product
or
service.
The
evaluation
process
is
important
because
the
feedback
acquired
from
actual
use
of
a
product
will
in@luence
the
future
purchases.
Positive
performance
of
the
brand
will
make
the
consumer
to
purchase
again.
Unfavourable
outcomes
may
lead
the
consumer
to
form
negative
attitudes
toward
the
brand,
ignore
to
repurchase
that
brand
or
even
eliminating
it
from
the
consumer’s
evoked
set.
!
!
!
!

15. b.
Shopper
Decision
Making
in
McDonald’s
Simpang
Dago:
EKB
Model
!
!
! !!!!
!
!!!! !!!!
!
!!!!
!
!!
!
!!!! !!!!
!!!!! !!!!!
!
Look
Provided Menu at
the Board
Asking about
the menu
Order the menu
Purchase The
menu
Seek the
seat

16. Shoppers’
decision
making
process
is
one
of
the
main
parts
of
purchasing
activities.
The
decision
making
process
of
a
person
is
different
for
each
other
and
it
is
fragile,
so
that
it
can
be
easily
changed
by
external
factors.
As
comparison,
there
are
two
kinds
of
references
of
people
when
they
go
to
McDonald’s
Dago
Square;
individual
reference
and
group
reference.
The
process
is
almost
the
same
with
the
individual
customers,
but
the
difference
between
the
individual
and
the
group
one
is
when
they
(group)
tend
to
seek
the
seat
@irst
when
they
arrive
in
McDonald’s
Simpang
Dago,
then
go
to
cashier
to
order
the
meal
or
spend
several
hours
to
chatting
with
their
friends
or
doing
the
task
@irst
then
order
the
meal.
For
group
preference,
they
tend
to
seek
the
seat
in
2nd
@loor
in
McDonald’s
Simpang
Dago
than
1st
@loor.
While
they
start
at
a
queue,
they
will
discuss
each
other
among
the
group
to
decide
what
they
want
to
choose
and
they
often
order
the
same
menu
for
one
group.
c.
Things
that
inZluence
people
to
visit
McDonalds
Simpang
Dago
!
From
40
respondents
that
we
gather
from
our
questionnaire,
we
can
conclude
that
friend
(28%)
as
the
main
factor
that
inZluence
them
visit
McDonald’s
Simpang
Dago.
Followed
by
the
menu
in
McDonald’s
Simpang
Dago
with
23%
answer
and
20%
of
facility
in
McDonald’s
Simpang
Dago
in@luence
them
before
visit
McDonald’s
Simpang
Dago.
Another
factor
that
in@luence
them
to
visit
McDonald’s
Simpang
Dago
are
internet
(11%),
poster
(8%),
family
(3%),
and
several
factors
under
3
%
(boyfriend/girlfriend,
unpredictable
want,
hunger,
strategic
location).
!
!
!
!
!
Things that influence before visit
McDonald’s Simpang Dago
1%1%1%1%1%3%
8%
11%
20% 23%
28%
Friend Menu
Facility Internet
Poster Family
Boyfriend/girlfriend TVC
Unpredictable want Hunger
Strategic Location

17. d.
Spending
Time
for
Choosing
Menu
in
Mcdonald’s
Simpang
Dago
This
data
indicates
from
40
respondents
who
visit
McDonald’s
Simpang
Dago,
we
can
assume
that
60%
of
them
spend
1
until
5
minutes
to
choose
menu
in
McDonald’s
Simpang
Dago.
Followed
by
25%
of
respondents
that
spend
less
than
a
minutes
of
their
time
to
choose
menu
in
McDonald’s
Simpang
Dago
and
the
rest
is
more
than
5
minutes
to
spend
their
time
to
choose
menu
in
McDonald’s
Simpang
Dago.
!
e.
Order
The
Same
Menu
when
visiting
McDonald’s
Simpang
Dago
Based
on
40
respondents,
we
assume
that
68%
of
them
have
order
the
different
menu
when
they
visited
McDonald’s
Simpang
Dago
and
33%
have
order
the
same
menu
when
they
visited
McDonald’s
Simpang
Dago.
Spending Time on Choosing
Menu
10%
65%
25%
< 1 minute 1-5 minutes > 5 minutes
Order the same menu
68%
33%
Yes No

18. f.
Willingness
to
Try
New
Menu
in
McDonald’s
Simpang
Dago
Based
on
40
respondents,
90%
of
them
are
willing
to
try
new
menu
in
McDonald’s
Simpang
Dago.
Most
of
them
think
that
the
new
menu
in
McDonlad’s
usually
is
delicious
and
they
tend
to
boring
with
the
same
menu
and
want
to
try
a
new
taste
when
they
visiting
McDonald’s
Simpang
Dago.
Otherwise,
10%
of
them
don’t
want
to
try
new
menu
because
of
afraid
of
bad
taste
of
new
menu
and
several
of
them
say
that
they
have
been
fall
in
love
with
the
old
menu
of
McDonald’s.
!
g.
Customer
Who
Ever
Have
No
Order
in
McDonald’s
Simpang
Dago
From
40
respondents
who
visit
McDonald’s
Simpang
Dago,
we
can
sum
up
that
65%
of
them
always
order
the
menu
when
they
visit
McDonald’s
Simpang
Dago
and
35%
of
them
ever
have
no
order
the
menu
when
they
visit
McDonald’s
Simpang
Dago.
!
Ever Not Order
65%
35%
Yes No
Willingnes to Try New Menu
10%
90%
Yes No

19. 3.4
Segmenting,
Targeting,
Positioning
Strategy
STP
Strategy
is
a
three-­‐step
approach
to
building
a
targeted
marketing
plan.
The
STP
stands
for
Segmenting,
Targeting,
and
Positioning.
Going
through
this
process
allows
a
business
owner
and
marketing
consultants
or
employees
to
formulate
a
marketing
strategy
that
ties
company,
brand
and
product
bene@its
to
speci@ic
customer
market
segments.
a.
Segmenting,
Targeting,
Positioning
Process
1.
Repeated
Consumers
Segmentation
Base
Description
of
Each
Main
Consumer
Segmentation
Base
Geographic
Dago
Square
(Simpang
Dago)
in
Bandung
City.
Demographic
-­‐
Male;
Female
-­‐
15-­‐50
years
old
-­‐
Student;
Worker
Psychographic Lifestyle;
Activities
Bene@it
Convenience;
Quality
of
Products
Define The Market
Create Market
Segment
Evaluate
The
Segment
on
Set
Criteria
McDonald’s
has
its
own
market
in
fast
food
category.
The
fast
food
is
Hamburger,
but
McDonald’s
also
sells
rice,
chicken
@illet,
@ish,
fries,
beverages
and
local
snacks
depends
on
where
the
location
take
place.
Individual Coupled
Come
to
store
alone
Come
to
store
with
lovers;
or
with
friend
but
just
two
persons
Group Family
Come
to
store
with
more
than
one
friend
Come
to
store
with
family
(parents
with
their
children)

20.
2.
New
Consumer
!
!
!
First
Visit Outsiders
People
from
Bandung
who
have
their
@irst
visit
to
McDonald’s
Dago
People
from
other
city
who
have
their
visits
for
vacation
Vegetarian Never
Visit
People
who
seek
for
healthy
food
and
do
not
eat
junk
food
People
who
eat
junk
food
but
never
try
to
come
to
McDonald’s
Evaluation
Criteria Repeated
Consumers New
Consumers
Homogeneous
!Seems
to
meet
this
evaluation
test
quite
well,
as
each
segment
appears
to
have
been
grouped
around
similar
needs.
Does
not
meet
this
@irst
test,
because
each
group
does
not
appear
to
have
similar
needs.
Heterogeneous
Looks
good
here
as
well,
with
e a c h
d e @ i n e d
s e g m e n t
appearing
to
be
signi@icantly
different
in
furniture
needs.
!This
test
is
a
major
concern
as
well.
The
‘outsiders’
segment
could
also
be
allocated
to
any
of
the
other
segments,
so
there
are
insuf@icient
differences
between
the
segments.
Measurable
!Would
probably
meet
this
test
of
being
measurable.
Would
probably
meet
this
test
of
being
measurable.
Substantial
!Most
of
these
segments
would
probably
be
substantial
enough.
Most
of
these
segments
would
probably
be
substantial
enough.
Accessible
!Would
probably
be
able
to
utilize
different
media
and
distribution
channels
to
access
these
different
segments.
This
may
be
of
concern,
because
it
would
be
not
clear
to
get
direct
access
vegetarian
as
opposed
to
never
visit.
Responsive
!Given
the
needs
of
each
segment
appear
to
be
distinct,
then
different
styles
of
fast
food
products
(and
supporting
marketing
mix)
could
be
developed
that
would
be
more/
less
attractive
to
each
of
the
segments.
This
would
also
be
a
concern
as
some
of
the
segments
have
been
de@ined
quite
generically,
Outsiders,
so
it
is
unclear
whether
they
would
respond
to
a
distinct
marketing
mix
offering

21. !
!
!
!
!
!
!
Construct Segment Profile
Select
Target
Market

22. !
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
Developing
Positioning
Strategy
Group
:
To
those
who
look
for
convenience
place
with
best
facility
to
meet
and
@inishing
homework,
McDonald’s
Simpang
Dago
is
the
best
place
for
you
with
its
reachable
location.
Family:
To
family
who
wants
to
gather
and
spend
your
time
with
quality,
we
are
McDonald’s
Simpang
Dago
will
provide
you
with
delicious
foods
and
complete
facility
all
in
one
package.
Never
Visit:
To
those
who
never
visit
McDonald’s
Simpang
Dago,
we
offer
you
quality
foods
with
best
cooks
and
ingredients.
Meet
us
at
our
reachable
location
and
have
your
quality
moment
here.

23. 3.5
Integrated
Marketing
Communication
McDonald
Simpang
Dago
is
one
of
the
most
popular
fast-­‐food
restaurant
in
Bandung.
So
don’t
be
surprised
if
every
day
McDonald
Simpang
Dago
always
seen
in
full
by
the
consumer
who
comes
to
the
store.
This
achivement
obviously
can
not
be
separated
from
the
role
of
a
marketing
channel
and
marketing
strategy.
That’s
why,
as
long
as
the
globalization,
McDonald
does
two-­‐way
types
of
marketing
communications
rather
than
one-­‐way
types
of
marketing
communication
(marketer
consumer),
which
only
communication
from
marketer
to
consumer.
In
applying
these
concepts,
McDonald
performs
an
integrated
marketing
communication.
The
main
difference
between
the
IMC
and
the
traditional,
is
functionally
oriented
activities
(particularly
those
of
mass
media
advertising)
is
that
IMC
must
impact
the
behavior
of
the
target
audience.
It
does
not
mean
that
functional
activities
such
as
advertising,
sales
promotions,
direct
marketing,
and
public
relations
do
not
in@luence
behavior.
In
fact
they
do,
especially
direct
marketing
and
sales
promotion.
The
major
difference
is
that
IMC
is
planned,
developed,
executed,
and
evaluated
with
affecting
one
speci@ic
consumer
behavior
in
mind,
the
process
of
making
purchase
now
or
in
future.
Here,
our
job
is
to
analyze
integrated
marketing
communications
of
McDonald
Simpang
Dago.
The
expected
output
from
this
analysis
is
that
generates
a
new
marketing
channel
/
strategy
/
media
to
solve
problems
or
opportunities
owned
by
McDonald
Simpang
Dago,
so
it
can
have
a
positive
impact
for
McDonald
Simpang
Dago
performance
both
in
terms
of
sales
performance,
marketing,
etc..
The
@irst
step
we
do
is
determine
who
will
be
our
respondents?
Then
determine
what
channel
marketing
at
McDonald
Simapng
Dago?
In
this
case,
based
on
observations
at
a
glance
that
we
have
done
the
@irst
time,
we
@ind
many
marketing
channels
/
media
used
by
McDonald
Simpang
Dago.
Like
the
website,
sign
boards,
partnerships,
print
ad,
etc.
However,
in
our
study
is
more
focused
on
marketing
inside
the
store
of
McDonald
Simpang
Dago.
That
is
poster,
banner,
display
menus,
@lyers,
direct
offer,
promo
/
discount.
Why?
Because
the
only
marketing
channel
/
media
/
strategy
related
to
the
topic
of
our
discussion,
the
Conversion
Rate
and
Spending
Time
Target Audience
Marketing Channels/ Media/
Strategy
People who came to
McDonald Simpang Dago
Print Ad (Banner; Flyer;
Poster)
Display Menu
Direct Offer
Promo/Discount
Store Design
Store Facility

24. Therefore,
for
the
second
step
is,
we
have
distributed
questionnaires
to
the
40
respondents
we
have
chosen
based
on
the
target
of
research.
The
questionnaire
was
made
speci@ically
to
examine
the
integrated
marketing
communication
of
McDonald
Simpang
Dago.
Type
of
questionnaire
that
we
use
that
is
enclosed
questionnaire.
Thus,
the
questionnaire
consists
of
choices
in
the
form
of
a
Likert
Scale
(1
to
5
"Strongly
Disagree"
to
"Strongly
Agree").
By
the
way,
the
questionnaire
was
divided
into
two
parts;
the
@irst
part,
which
contains
questions
about
the
effectiveness,
consistency,
and
the
conversion
rate
of
marketing
channels
/
media
itself;
the
second
part
contains
the
question
of
how
much
time
is
spent
by
the
consumer
at
McDonald
Simpang
Dago.
a.
Effectiveness
and
Integration
Analysis
Next
step
is
the
analysis.
Here
is
the
framework
analysis
that
we
used
to
categorized
the
channel
based
on
the
affectiveness
and
integration.
Note:
o
Channel
Integration:
How
often
the
media
is
used
as
a
promotional
media
o
Message
Effectiveness:
How
far
the
respondents
were
able
to
capture
the
message
to
be
conveyed
by
McDonald
In
analyzing
the
data,
we
used
the
method
of
mean
/
average
for
each
variable
capturing
in
general.
From
the
40
respondents
that
we
have
obtained,
then
we
made
a
data
recapitulation.
To
get
the
data
in
accordance
with
the
framework
analysis
above,
that
is
by
summing
each
number
selected
by
the
respondents,
each
question
is
different,
and
then
divides
by
40
(number
of
respondents),
and
we
got
the
average.
For
example:
•
If
mean
<
3,
then
it
is
categorized
as
"LOW"
•
If
mean
=
3,
then
it
is
categorized
as
"MODERATE"
•
If
the
mean
>
3,
then
it
is
categorized
as
“HIGH”
Channel Integration
Message
Effectiveness
Low Moderate High
High
Moderate
Low

25. !
!
!
!
!
!
!
!
!
!
!
!
!
!
!
For
more
details
on
the
scores
of
each
marketing
channel,
,
can
be
seen
on
the
map:
(Effectiveness,
Integration)
•
Poster
:
(3.9,
3)
•
Banner
:
(3.4,
3.5)
•
Display
Menu
:
(4.4,
4.7)
•
Flyer
:
(3.2,
2.7)
•
Direct
Offer
:
(3.7,
3.8)
•
Promo/Discount
:
(3.6,
3)
!
!
!
!

26. Based
on
the
data
recapitulation,
then
we
have
the
conclusion
like
the
table
below:
As
we
can
see
in
the
table
above,
based
on
the
question
"How
effective
is
this
media
deliver
the
message?”,
Fortunately
all
respondents
responded
positively
to
all
the
marketing
channels
used
by
McDonald
Simpang
Dago.
It
can
be
seen
that
all
of
them
are
in
the
category
of
“HIGH”
on
the
Message
Effectiveness.
In
fact,
if
traced
back,
there
are
many
factors
(noise)
that
often
make
a
message
delivered
by
a
media
failed
to
be
delivered,
for
example,
that
the
media
is
damaged,
consumer
indifference,
etc.
Unfortunately,
it
does
not
apply
inside
the
McDonald
Simpang
Dago
store.
Thus,
it
can
be
concluded
that,
all
this
time,
there
is
no
problem
in
the
process
of
delivering
a
message
from
McDonald
Simpang
Dago
to
its
consumer.
In
other
words,
McDonald
Simpang
Dago
can
take
use
the
channel
effectively.
Sadly,
this
positive
situation
does
not
apply
to
the
respondent’s
response
to
the
statement
"This
media
was
conducted
consistently
/
periodically
by
McDonald
Simpang
Dago”.
Banners,
Display
menu,
and
Direct
Offer
enter
into
the
category
of
"HIGH".
While
Poster
and
Promo
/
Discounts
entered
into
the
category
"MODERATE".
And
the
worst
is
Flyer
into
the
category
of
"LOW".
Our
opinion,
the
biggest
factor
for
the
low
scores
are
at
the
consumer
awareness
itself.
Because,
if
seen
again
McDonald
Simpang
Dago
fairly
routine
in
performing
this
marketing
channel
/
strategy,
especially
posters,
@lyers,
promo
/
discount.
This
result
can
be
considered
as
a
problem
of
McDonald
Simpang
Dago.
Logically
this
statement
shows
how
the
consumer
aware
towards
the
marketing
communication
of
McDonald
Simpang
Dago.
If
during
the
McDonald
Simpang
Dago’ve
done
a
lot
of
marketing
communication,
the
obvious
costly,
but
the
consumer
is
not
aware
on
what
McDonald
Simpang
Dago
trying
to
convey,
clearly
this
is
a
problem.
Automatically,
the
cost
will
be
wasted,
with
no
positive
effect
at
all.
So,
McDonald
Simpang
Dago
had
to
make
a
decision,
whether
it
should
be
focused
more
on
marketing
channels
that
lack
of
awareness.
Or
remove
the
marketing
channel
from
the
marketing
strategy,
and
thus
the
cost
will
be
reduced,
or
can
also
be
transferred
to
other
marketing
channels
which
more
promising.
!
Channel Integration
Message
Effectiveness
Low Moderate High
High - - -
Moderate - - -
Low - - -

27. b.
Conversion
Rate
Analysis
In
addition
to
analyzing
the
effectiveness
of
marketing
channels
/
media
owned
by
McDonald
Simpang
Dago,
as
explained
earlier,
our
distributed
questionnaires
are
also
useful
to
obtain
data
about
the
effect
of
media
communication
towards
the
consumer
behavior
in
buying,
in
this
case
that
is
Conversion
Rate.
Based
on
the
opinion
of
the
respondent
towards
the
statement
"This
media
may
help
me
choose
the
menu
faster",
and
here
is
the
graph
of
the
data
recapitulation:
Based
on
our
question
on
the
questionnaire,
from
the
40
respondents,
"Display
Menu"
has
the
highest
average
in
in@luencing
compare
to
another.
Followed
by
"Promo
/
Discount"
and
"Direct
Offer"
with
a
score
3:55
and
3525.
The
forth
place
@illed
by
"Banner",
with
score
3.4.
While
"Poster"
has
average
is
3,325.
And
the
last
but
no
least,
the
"Flyer"
has
the
smallest
average
score
in
compare
to
other,
that
is
only
3.
From
the
data
above,
we
can
categorize
the
"Flyer"
as
MODERATE
(mean
=
3),
while
the
other
is
categorized
as
HIGH
(mean
>
3).
Thus,
it
can
be
concluded
that
each
channel
of
McDonald
Simpang
Dago
already
participate
effectively
and
actively
in
in@luencing
consumer
behavior
in
Conversion
Rate.
There
is
no
a
big
problem
in
this
category,
only
the
pro@iciency
level
scores
may
be
improved
by
McDonald
Simpang
Dago
by
more
focusing
in
doing
the
integration
of
marketing
channels.
c.
Spending
Time
Analysis
As
mentioned
earlier,
that
we
divide
our
questionnaire
into
two
parts.
The
@irst
part
is
about
Effectiveness,
Integration,
and
Conversion
Rate.
This
time
we
will
discuss
the
second
part
of
the
questionnaire,
namely,
Spending
Time.

28. Why?
Why
are
we
separating
Spending
Time
with
the
others?
Because
the
variables
or
factors
that
will
be
discussed
are
also
different.
That's
why,
we
separate
it
into
two
parts
to
make
it
easier
for
us
to
analyzes.
The
variables
or
factors
that
we
use
to
analyze
Spending
Time
ie
"Store
Design"
and
"Store
Facility".
We
asked
respondents
about
their
opinion
regarding
the
effect
of
both
these
factors
against
spending
their
time
at
McDonald
Simpang
Dago.
Remind
you
again
that
in
this
questionnaire
we
use
Likert
scale,
1
to
5.
Where
number
1
means
"Strongly
Disagree",
number
2
is
"Disagree",
number
3
is
"Normal",
the
number
4
is
"Agree",
and
the
last,
number
5
means
"Strongly
Agree".
First
statement:
“The
Store
Design
in@luences
me
to
stay
here
more”
and
here
we
got
the
data.
Based
on
the
questionnaire
results,
33%
(13
out
of
40)
of
respondents
choose
“4”
option.
This
rank
was
followed
by
“3”
and
“5”
option,
which
has
the
same
score,
which
is
20%
(8
out
of
40).
And
then
15%
(6
out
of
40)
choose
“1”
option.
The
last,
there
is
only
12%
(5
out
of
40)
of
respondent
who
choose
“2”
option.
For
more
details,
let’s
take
a
look
at
the
graph
below:
!
!
!
!
!
!
!
!
!
Based
on
the
data
above,
we
can
conclude
that
most
of
people
who
came
to
McDonald
Simpang
Dago
agree
that
McDonald
Simpang
Dago’s
store
design
has
a
fun
and
exciting,
so
that
makes
them
comfortable
to
stay
there
for
long.
McDonald
Simpang
Dago
does
have
a
store
design
and
layout
that
makes
us
comfortable
to
stay
there,
from
the
placement
of
the
seat,
as
well
as
the
separation
between
the
outdoor
and
indoor
space,
etc.
Next,
second
statement:
“The
Store
Facility
in@luences
me
to
stay
here
more”.
Based
on
the
questionnaire
results,
40%
(16
out
of
40)
of
our
respondents
choose
“4”
option.
Then
33%
(13
out
of
40)
choose
“5”
option.
This
rank
was
followed
by
“2”
option,
which
has
20%
(6
out
of
40)
from
our
respondents.
And
then
12%
(5
out
of
40)
choose
“3”
option.
Fortunately,
there
is
no
from
our
respondents
who
choose
the
“1”
option,
0%
(0
out
of
40).

29. !
!
!
!
!
!
!
!
!
Based
on
the
data
above,
we
can
conclude
that
most
of
people
who
came
to
McDonald
Simpang
Dago
agree
that
the
store
facility
of
McDonald
Simpang
Dago
able
to
make
them
spend
a
lot
of
time
there.
Some
of
these
facilities
are
24
hours,
Wi-­‐Fi,
smoking
room,
pray
room,
etc.
These
facilities
clearly
an
important
factor
to
make
a
lot
of
people
spend
time
in
the
store.
And
McDonald
Simpang
Dago
did
it.
!
e.
Recommendation
PROBLEM
and
OPPORTUNITIES
So,
based
on
the
research
that
has
been
done,
we
got
the
problems
and
opportunities
that
are
owned
by
McDonald
Simpang
Dago.
Problem
is
located
at
the
integration
itself.
Why?
Because,
some
of
the
marketing
communications
failed
recognizable
by
the
public.
In
addition
to
these
problems,
McDonald
Simpang
Dago
also
has
quite
a
lot
of
opportunities.
Among
them
are
the
capabilities
of
marketing
channel
to
deliver
the
message
effectively
and
the
ability
of
marketing
channel
/
strategy
in
in@luencing
consumer
decision
making.
NEW
MARKETING
STRATEGY:
Coup
D’état
The
word
Coup
D'etat
derived
from
French
meaning
a
sudden
attempt
by
a
small
group
of
people
to
take
over
the
government
usually
by
force.
Coup
D'etat
event
is
an
hour
in
which
a
group
or
community
can
use
a
McDonald
Simpang
Dago
as
a
place
where
they
can
gathered.
So
it
is
clear
the
target
of
this
event
is
a
community
/
group.
Here,
they
take
over
the
room.
Why
a
community?
Because,
these
community
has
a
name
as
well
as
the
in@luence
of
the

30. other.
"More
people
believe
in
the
opinions
of
others
as
compared
with
advertising".
Coup
D'etat
will
take
place
in
time
as
desired
by
the
community,
but
is
limited
to
2
hours.
The
amount
of
time
depends
on
the
number
of
community
members
/
groups
that
came
at
that
time.
How
to
participate
in
this
event,
that
is
by
registering
community
/
group
they
are
a
few
weeks
before.
Then
McDonald
Simpang
Dago
will
choose
based
on
the
terms
and
conditions
that
apply.
!
Get
the
Mc
Now
This
promotional
was
offered
to
a
customer
in
terms
of
a
time-­‐speci@ic,
free
item
with
purchase
or
BOGO
(buy
one,
get
one).
Here,
McDonald
Simpang
Dago
can
gives
a
greater
discount
for
the
customer
returning
during
off-­‐peak
hours
(20%
off
Lunch
or
10%
off
Dinner)
through
a
coupon,
one
coupon
one
person.
This
strategy
was
encouraging
them
to
revisit
soon
to
the
restaurant.
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!

31. Chapter
4
Conclusion
!
4.1
Conclusion
We
know
that
the
majority
from
this
observation
that
College
students
is
the
major
visitor
of
McDonalds
Simpang
which
the
most
of
their
activity
in
McDonald’s
Simpang
Dago
besides
eating
and
drink
are
doing
the
task
because
of
of
the
location
of
McDonald’s
Simpang
Dago
near
from
their
campus
and
house.
Moreover,
the
conversion
Rate
of
visitor’s
of
McDonald’s
Simpang
Dago
on
weekends
higher
than
weekdays
for
a
little
difference
about
1.08%.
Otherwise,
on
weekdays,
the
spending
time
of
the
visitor’s
that
majority
of
college
students
is
longer
than
on
weekend,
it
indicates
that
in
productive
day
they
spend
long
time
to
doing
task
in
McDonald’s
Simpang
Dago
with
their
friends.
Some
of
the
marketing
communications
of
McDonald’s
Simpang
Dago
are
failed
recognizable
by
the
public.
So,
we
recommend
the
new
program
for
marketing
Strategy
that
should
implemented
by
McDonald’s
Simpang
Dago
are
Coup
D’tat
and
Get
The
Mc
Now.
!
!
!
!
!
!
!
!
!
!
!
!
!
!

32. Reference
Az
central.com.
What
is
STP
Marketing.
Retrievend
in
December
12nd
2013
from
http://yourbusiness.azcentral.com/stp-­‐marketing-­‐1769.html
Market
Segmentation
Study
Guide.
The
Full
STP
Process.
Retrieved
in
December
1
2nd
2013
from
http://www.segmentationstudyguide.com/stp-­‐process/full-­‐stp-­‐
process/
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!

33. Appendix
Ques7onnaire of Shopper Behaviour in McDonald’s Simpang Dago
!
!
!

34. !
!
!
!
!

35. !

36. Ques7onnaire of Integrated Marke7ng Communica7on
!