0 9 2 Mankeu ,Vol .2N 3o. ,2013: 32 - 35 3 7 I G E T A R T S POSITIONINGPRODUKBATIKJAMBI a i v a t c O e d A 1 1JurusanManajemenFakutla sEkonom iUNJA m o c . o o h a y @ a j n u e f a i v a t c o K A R T S B A si si l a n a g n e m h a l a d a i n i n a it il e n e p a m a t u n a u j u T dan mengintepreta iskan posiitoning h a l a d a n a it il e n e p n i a s e D . i b m a J k it a b k u d o r p survey sample dengan menyebarkan n a k a n u g i d g n a y s is il a n a t a l A . a w a J k it a b n a d i b m a J k it a b n e m u s n o k a d a p e k r e n o is e u k d n a k k u j n u n e m n a it il e n e p l is a H . r o t k a f s is il a n a h a l a d a a ir ilmavairabe lyatiu vairabe l r o t k a f u t a s i d a j n e m k u t n e b r e t a rt i C n a d i s u b ir ts i d n a r u l a s , a il a n o s r e p , n a n a y a l , k u d o r p a w h a b i s a k il p m i u t a s i d a j n e m i n i l a H . a w a J k it a b n u p u a m i b m a J k it a b k u t n u k i a b a r a s a d n e m n a a d e b r e p t a h il e m u l a lr e t k a d it n e m u s n o k i s p e s r e p ntara baitk Jamb idan i d a j n e m i b m a J k it a b n a k is is o p m e m k u t n u i b m a J k it a b i g a b t il u s a g g n i h e s , a w a J k it a b . a w a J k it a b n a g n e d n a k g n i d n a b i d a d e b r e b g n a y u t a u s e s n a r a s a m e P i g e t a r t S , fi ti t e p m o K i si s o P , n e m u s n o K i s p e s r e P : i c n u K a t a K N A U L U H A D N E P Menciptakan dan meningkatkan a y n n a h a r e y n e p a tr e s i a li n kepada n a g g n a l e p membutuhkan kompetens i , n a k li s a h g n e m m a l a d k i a b g n a y a g r a h n a p a t e n e p a tr e s n a k is u b ir ts i d n e m k u t n u a y a p U . is o m o r p a n e r a n a d i a li n n a k h a r e y n e m n a d n a k a t p i c n e m h e l o i h u r a g n e p i d t a g n a s t a p e t a r a c e s n a k u j u ti d a p a is a d a p e k g n a t n e t n a ri k i m e p a li n it ersebut ,danapas pe isifkas idar inlia i n a g g n a l e p a r a p h e l o n a k p a r a h i d g n a y i s n e t e p m o k n a d s a ti li b a p a K . u j u ti d g n a y a r a c e s t a p a d h a ls u r a h n a k h u t u b i d g n a y u a t a i a li n i s a k if is e p s n a k p a t e n e m t a p e t .) 1 1 0 2 , ir u a s s A ( n a k r a w a ti d g n a y e u l a v g n i n o it is o p n a u j u T produk adalah untuk a n u g a d e b r e b g n a y a rt i c n a k a t p i c n e m k a n e b i d k u d o r p n a k l a n e k r e p m e m . n e m u s n o k Pada tahap-tahap awa l n a r a w a t n i a s e d n e m n a d i s a k if it n e d i g n e m k is if i si s o p n a u t n e n e p s is il a n a u r a b k u d o r p g n a y i s a m r o f n i n a k ir e b m e m a si b k u d o r p d a p e k t a a f n a m r e b a manaje r pemasaran . n a k r a s a d r e b k u d o r p k is if s is o p n a u t n e n e P h a k g n a l i d a j n e m t a p a d s i n h k e t a t a d s is il a n a n a k n a l a j n e m m a l a d g n it n e p u ti g n i p m a si D . si g e t a rt s n a r a s a m e p t a p a d k u d o r p k is if i si s o p n a u t n e n e p a d a p l i d n a n a k ir e b m e m interface antara n a d n a r a s a m e p ltibang yang lebih baik g n a y k u d o r p k e t k a r a k n a k u t n e n e m n a g n e d u t n a b m e m n a d g n it n e p h i b e l . n a g n i a s r e p r u t k u rt s is a k if it n e d i g n e m
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2 91 a n a h r e d e s n a g n i d n a b r e p u t a u S k a d it k is if n a k r a s a d r e b a y n a h g n a y g n a y f it a l e r i si s o p n a r a b m a g n a k ir e b m e m a d a p a n e r a k p a k g n e l dasarnya penentuan k a n e b i d a d a k u d o r p f it a l e r i si s o p i tr e p e s k u d o r p k is if t u b ir t A . n e m u s n o k n a d a g r a h , k e r e m a m a n , n a s a m e k n e m u s n o k p a g g n a i d i l a k g n ir e s n a n a y a l e p u l a lr e t k a d it g n a y k it si r e t k a r a k i a g a b e s n e m u s n o k p a k is u ti n i a l e S . g n it n e p e s k u d o r p p a d a h r e t irng didasarkan pada a g g n i h e s , si g o l o k is p u a t a l a is o s t u b ir t a i d a j n e m i s p e s r e p i si s o p n a u t n e n e p s is il a n a g n it n e p t a g n a s (Boyde tal ,2000) u t a s h a l a s n a k a p u r e m k it a b i rt s u d n I g n a y h a g n e n e m n a d l i c e k i rt s u d n i s i n e j u t a u s n a k a t p i c n e m a h a s u a d a p s u k o f k u d o r p ha is l pengembangan budaya . ir i d n e s r e t s a h k i ri c i k il i m e m n a d a s g n a b , h a t n ir e m e p i r a d n a l u s u n a k r a s a d r e B a is e n o d n I k it a B n a k k u s a m e m O C S E N U m a l a d e k Representa itveListkarenat elah a y a k n i a l a r a t n a , a ir e ti r k i h u n e m e m l o b m is n a g n e d - ismbo l dan fliosof i u d i h e k pan rakya t Indone isa ; member i n a si r a w a y n a r a h il e p r e t i g a b i s u b ir t n o k a s a m i d n a d i n i t a a s a d a p a d n e b k a t a y a d u b . g n a t a d n e m n a k ir e b m e m O C S E N U k a j e S n a si r a w i a g a b e s k it a b p a d a h r e t n a u k a g n e p a h a s u , a is e n o d n I a y a d u b -usaha keraijnan n a d g n a b m e k r e b n i k a m e s k it a b t a k g n it n a k k u j n u n e m produks i yang . a l u p t a k g n i n e m i a g a b e s n a s e k r e t k it a b n u p i k s e M s n u m a n l a n o is i d a rt k u d o r p udah saatnya a h a s u g n e p n a d n ij a r g n e p baitk Jamb i k u t n u bero irentas i pasar (Octavia e.tal , ) 1 1 0 2 . Untuk tiu kapablitia s usaha n e p r o t k a f n a k a p u r e m itng yang haru s n a d g n i a s r e b n a l u g g n u e k n i a l e s i h a n e b i d . n a g g n a l e p n a d r a s a p g n a t n e t n a m a h a m e p h a d u s r a s a p i s a t n e ir o l e d o m i a g a b r e B n a d n a k u m e ti d digunakan d i berbaga i a d e b r e b g n a y i rt s u d n i n a d a r a g e n ,sepetr i ) 1 1 0 2 ( l a t e o r a r a N , ) 1 1 0 2 ( l a t e y a rr u M Q n a d uresh i(2011) .Pada kenyataannya n i a l h a r e a d i r a d k it a b a y n k u s a m n a g n e d i b m a J i s n i v o r P e k a w a J k it a b a m a t u r e t k it a b n a g n i a s r e p t a k g n it n a k b a b e y n e m m a l a D . t a k g n i n e m n i k a m e s i d a j n e m a p a r e b e b , n a g n i a s r e p i p a d a h g n e m h a l e t h a t n ir e m e p i r a d n a u t n a b m a r g o r p ir e b i d kan kepada pengraijn baitk. t u b e s r e t h a t n ir e m e p n a u t n a b m a r g o r P , r a s a p s e s k a , n a l a d o m r e p n a u t n a b a p u r e b , n a r e m a p , a h a s u n a g n i p m a d n e p , n a h it a l e p h a r e a d i r a d k it a b i rt s u d n i e k g n i d n a b i d u ts a d a p e k n a t a p m e s e k n a k ir e b m e m n a d n i a l m o r p m e m k u t n u k it a b n ij a r g n e p o iskan a tr e s n i a l h a r e a d e k k it a b k u d o r p m a r g o r p n a h u r u l e s e K . a r a g e n a c n a m2 9 2 Mankeu ,Vol .2N 3o. ,2013: 32 - 35 3 7 k u t n u h a l a d a a y n r a s a d a d a p t u b e s r e t k it a b i rt s u d n i n a h u b m u tr e p g n o r o d n e m k it a b n a l u g g n u e k i a li n n a k t a k g n i n e m n a d h a r e a d k it a b n a g n e d g n i a s r e b u p m a m r a g a . n i a l , n a i k i m e d n u m a N meskipun baitk a y a d u b l is a h k u d o r p n a k a p u r e m i b m a J i a li n n a d -nlia i luhu r masyaraka t Jambi , m u l e b h is a m i b m a J k it a b t a n i m e p n u m a n a w a J k it a b n a g n e d n a k g n i d n a b i d r a s e b i b m a J is n i v o r P i d n a r a s a m e p h a r e a d k u t n u . ir i d n e s Petranyaan mendasa r adalah e d ngan banyaknya produk baitk yang h a k a n a m i a g a b r a s a p i d n a k r a w a ti d i si s o p i a n e g n e m n e m u s n o k i s p e s r e p k u d o r p i si s o P . ? i ri d n e s u ti i b m a J k u d o r p n a k r a s a d r e b n u p u a m k is if a r a c e s k i a b i h u r a g n e p m e m n a k a n e m u s n o k i s p e s r e p n a k u k a l e m n e m u s n o k a n a m i a g a b il e b m e m k u t n u n a s u t u p e k suatu produk a y a d u b n a a y a k e k l is a h k u d o r p k u t n u n a d i u l a l e m h e l o r e p i d g n a y l a u t k a a t k a f a k a m k u t n u g n it n e p i d a j n e m n a it il e n e p . n a k u k a li d Perbedaan antara baitk Jamb i dengan baitk lain khususnya baitk Jawa n a d l a ir e t a m a d a p k a t e lr e t a y n r a s a d a d a p k i n h k e t yang digunakan dalam membaitk i n i n a a d e b r e p n u m a N . ) 5 0 0 2 , e u g o lr e K ( . n e m u s n o k h e l o i r a d a si d a si b u t n e t m u l e b i u h a t e g n e m t i k i d e s t a g n a s n e m u s n o K k a y n a b i r a d g n it n e p g n a y k is if t u b ir t a n u p i k s e M . ) 0 0 0 2 , d y o B ( k u d o r p n a k a k a d it n e m u s n o k , u h a t n e m u s n o k i k il i m e m pemahaman yang cukup untuk k u d o r p h il i m e m m a l a d a y n n a k a n u g g n e m a r a c e s k u d o r p i si s o P . n a k r a w a ti d g n a y k u t n u p u k u c k a d it i l a k g n ir e s k is if t a p a d n u m a n , r a s a p a t a d i u h a t e g n e m m a l a d g n it n e p h a k g n a l i d a j n e m . si g e t a rt s n a r a s a m e p s is il a n a n a k n a l a j n e m k a d it , n u m a N bsiamembeirkan gambaran i s a u l a v E . p a k g n e l a r a c e s f it a l e r i si s o p n a r a w a t p a d a h r e t -tawaran kompeitit f a n e r a k f it k e j b u s t a g n a s k u d o r p i tr e p e s r o t k a f k a y n a b i h u r a g n e p i d t a p a d n e p , k u d o r p n a li p m a t , n a m a l a g n e p g n a y n a l k i e y n a p m a k n a d n i a l g n a r o n a g n e D . a d e b r e b demikian melakukan g n i n o it i s o p product itdak cukup hanya a g u j i p a t e t k is if k u d o r p a d a p e k n a k r a s a d i d i s p e s r e p a d a p e k n a k r a s a d i d u lr e p .i ri d n e s u ti n e m u s n o k t a k g n it a d a p e k n a k r a s a d i D , i b m a J h a r e a d i d k it a b r a t n a n a g n i a s r e p g n a t n e t s is il a n a n a k u k a li d u lr e p a k a m n a k g n i d n a b i d i b m a J k it a b k u d o r p i si s o p i u h a t e g n e m n a g n e D . a w a J k it a b n a g n e d n a k a a k a m i b m a J k it a b k u d o r p i si s o p k u t n u l a u t k a i s a m r o f n i n a k t a p a d i d s u y n e m un srtateg ibersaing bag iproduk l a h n a g n e d n a ti a k r e B . n a t u k g n a s r e b g n a y
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2 93 n a k a i n i n a it il e n e p a k a m t u b e s r e t i b m a J k it a b k u d o r p i si s o p s is il a n a g n e m n a g n e d n e m u s n o k i s p e s r e p n a k r a s a d r e b . g n i d n a b m e p k u d o r p i a g a b e s a w a J k it a b N A I T I L E N E P E D O T E M a it il e n e P n i a s e D n h a l a d a i n i n a it il e n e p n a u j u T s a l e j n e m kan hubungan anta rduava irabel , e d o t e m h a l a d a h il i p i d g n a y e d o t e m a k a m s e d k irp it f dengan pendekatan survei n a k a n u g i d i e v r u s n a t a k e d n e P . l e p m a s a l a j e g r u k u g n e m k u t n u -gejala yang ada n a k g n i d n a b m e m k u t n u u t n a b m e m n a d dengan krtieira yang telah d tientukan . a y n m u l e b e s Jeni speneilitan i ni t ermasuk a d a p eksplanatory research. Desain n a k a p u r e m n a it il e n e p crosss ecitons tudies i a g a b r e b i r a d l e p m a s i r a j a l e p m e m n a g n e d n a a m a s r e b g n a y u t k a w a d a p a t a rt s dengan i n i n i a s e d n a g n a b m it r e p sesua i dengan n a it il e n e p n a u j u t n a d h a l a s a m . n a it il e n e P i s a k o L n a it il e n e p i s a k o L dipiilh dengan , n a it il e n e p k e j b o n a g n a b m it r e p r a s a d n a h a d u m e k , i a p a c i d k a d n e h g n a y n a u j u t f , a t a d n a l u p m u g n e p akto re if isens iwaktu a y a i b n a d , oleh karena tiu peneilitan n a k u k a li d d iKotaJ ambi. l e p m a S n a d i s a l u p o P i s a l u p o P dalam peneilitan in i h a l a d a konsumen baitk Jambi dan baitk a w a J yang berlokas i d i K ota Jambi . l e p m a s h a l m u J adalah 40 responden . i n i n a it il e n e p m a l a d l e p m a s n a k ir a n e P n e m ggunakan metode non probablitia s g n il p m a s dengan tekhnik sampe l e c n e i n e v n o c dimana unti-uni tatau orang i u m e ti d k u t n u h a d u m a y n g n a r o tanpa .i s a l u p o p r a tf a d n a k u lr e m e m a t a D n a l u p m u g n e P k i n k e T m a l a d n a k a n u g i d g n a y a t a D r e m ir p a t a d i t u p il e m i n i n a it il e n e p dan n a l u p m u g n e p k i n k e t n a g n e d r e d n u k e s a t a d :i t u p il e m a t a d . 1 Penyebaran kuesitoner ,teknik in i a t a d l i b m a g n e m k u t n u n a k a n u g i d m u l e b g n a y n a it il e n e p n a k a p u r e m n a d n a k is a k il b u p i d . n a it il e n e p i r a d r e m ir p a t a d . 2 Field interview merupakan suatu p m u g n e m k u t n u k i n k e t ulkan data k i n k e t n a a n u g g n e P . is a m r o f n i n a d a d a p e k n a k r a s a d i d i n i i u l a l e m ) 1 ( n a g n a b m it r e p a j a s k a d it i l a g i d t a p a d a r a c n a w a w i m a l a i d n a d i u h a t e k i d g n a y a p a ,i ti l e ti d n a k a g n a y k e j b u s akan h u a j i y n u b m e s r e t g n a y a p a i p a t e t4 9 2 Mankeu ,Vol .2N 3o. ,2013: 32 - 35 3 7 2 ( , n a it il e n e p k e j b u s i ri d m a l a d i d ) n a k u j a i d n a k a g n a y n a a y n a tr e p l a h p u k a c n e m -ha l yang bersfia t n a ti a k r e b g n a y , u t k a w s a t n il , u a p m a l a s a m n a g n e d masa a s a m a g u j n a d g n a r a k e s . g n a t a d n e m . 3 Dokumen , teknik in i digunakan a t a d n a k l u p m u g n e m k u t n u h a l e t g n a y r e d n u k e s i r a d k i a b n a k is a k il b u p i d a s u r e p haan sebaga i objek n a d n a it il e n e p l is a h , n a it il e n e p a t a d -data pendukung yang relevan . n a it il e n e p n a g n e d Tujuan li s a h p a d a h r e t n a r u s u l e n e p -ha is l , u k u b , n a it il e n e p teor idan konsep n a k t a p a d n e m k u t n u h a l a d a f is n e h e r p m o k a r a c e s n a r a b m a g a n a m h u a j e s g n a t n e t r e p kembangan insrtumen o irentas i . n a k a n u g i d h a d u s r a s a p n e m u r t s n I s a ti li b a il e R n a d s a ti d il a V i j U r e n o it s e u k n a k a n u g r e p i d m u l e b e S p a d a h r e t n a ij u g n e p n a k u k a li d u lr e p . a y n s a ti li b a il e r n a d s a ti d il a v Bliamana u t a u s r o k s a r a t n a i s a l e r o k n e is if o o k a g n e d r o t a k i d n i n sko r tota l seluruh 3 , 0 i r a d r a s e b h i b e l u a t a a m a s r o t a k i d n i r(≥ 0,3) , maka insrtumen tersebut s a ti li b a il e r ij u g n e m k u t n U . d il a v p a g g n a i d n a k a n u g i d n a r u k u g n e p n e m u rt s n i r u d e s o r p Cronbrach’ s Alpha . Menuru t a rt o h l a M (2006) suatui nsrtumendianggap k u c h a d u s upr eilablebliamananlia iAlpha . 6 , 0 n a g n e d a m a s u a t a r a s e b h i b e l a l a k s n a k a n u g g n e m n a it il e n e p n e m u rt s n I t r e k il ilmapoin. l e b a i r a V n a d h a l a s a m n a g n e d n a ti a k r e B a k a m , n a it il e n e p n a u j u t ada ilma , k u d o r p u ti a y n a k a n u g i d g n a y l e b a ir a v n a r u l a s , n a n a y a l di ts irbu is ,personaila dan i d n i h a l m u j n u p a d A . a rt i c kato r yang n a it il e n e p t n e m u rt s n i m a l a d n a k a n u g i d .r o t a k i d n i 6 2 k a y n a b e s t a l A Anail is sData n a k a n u g i d t a p a d g n a y k it si t a ts t a l A n e m u s n o k i s p e s r e p s is il a n a g n e m k u t n u is is o p g n a t n e t -possi i kompeitit f dar i r o k S h a l a d a f it a n r e tl a k e r e m u a t a k u d o r p a t a r -ratadananalsisif aktor .Tujuanumum i s a m r o f n i s a k g n ir e m h a l a d a r o t k a f si si l a n a h a l m u j i d a j n e m l e b a ir a v k a y n a b i r a d . ti k i d e s u a t a l i c e k h i b e l g n a y r o t k a f i a g a b r e b a d a p u c a g n e m r o t k a f s is il a n A u g i d g n a y k i n h k e t nakan untuk meilha t n a r u t a r e t e k u a t a a m a t u i s n e m i d r o t k a f li s a h i s a t e r p e t n I. a n e m o n e f . a Facto r loading , fakto r in i adalah l e b a ir a v u t a u s a y n g n it n e p n a r u k u
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2 95 i a g a b e s , r o t k a f u t a u s r u k u g n e m m a l a d n a d i s a t e r p e t n i n a k u k a l e m k u t n u t a l a .r o t k a f u t a u s l e b a l ir e b m e m . b aF cto rscore ,fakto rin iadalah angka n a g n u ti h r e p p a it e s n a k k u j n u n e m g n a y g n is a m a d a p i s a v r e s b o i a li n -ma isng .r o t k a f si si l a n a m a l a d r o t k a f . c Communaltiy . Dalam anail is s faktor , l e b a i a r a v i s a ir a v e s a t n e s r e p n a r u k u .r o t k a f h e l o n a k s a l e ji d g n a y A H A B M E P N A D L I S A H SAN n e d n o p s e R k it si r e t k a r a K t a p a d r e t n i m a l e k s i n e j n a k r a s a d r e B n a d n a u p m e r e p h a l a d a n e d n o p s e r % 0 5 i k a l n i m a l e k s i n e jr e b n e d n o p s e r % 0 5 -laki . a li b a p A diurutkan maka persentase h a l a d a n e d n o p s e r r a s e b r e t S N P n a g n e d i t u k ii d r a j a l e p / a w si s a h a m s a w s n a w a y r a K n a d ta/BUMN . Va iras i g n a y n e d n o p s e r n a a jr e k e p s i n e j n e m u s n o k a w h a b n a r a b m a g n a k ir e b m e m n a g n e d k o p m o l e k a d a p s a t a r e t k a d it k it a b h a l e t k it a b i p a t e t , u t n e tr e t n a a jr e k e p s i n e j a u m e s n a g n e d k o p m o l e k a d a p i a k a p i d h a m u r u b i k u s a m r e t n a a jr e k e p s i n e j l u l n u p u a m a g g n a t usan yang belum n i a l( n a a jr e k e p n a k t a p a d n e m -lain sebesa r .) % 5 1 n a i g a b e s n e d n o p s e r k o p m o l e K 0 2 d /s 7 1 r u m u k o p m o l e k h a l a d a r a s e b . n u h a t 5 3 d /s 1 2 a is u k o p m o l e k n a d n u h a t k it a b a k a m k it a b n a a n u g g n e p n a k r a s a d r e B a r a c a k u t n u n a k a n u g r e p i d r a s e b n a i g a b e s a ts e p setelah tiu untuk busana ke kantor . k it a b a y n n a k a t a y n i d n a g n e d n a ti a k r e B i r a d a d n e b k a t a y a d u b n a si r a w i a g a b e s n a a n u g g n e p i s n e u k e r f a k a m , a is e n o d n I . n a t a k g n i n e p i m a l a g n e m a g u j k it a b n a k r a s a d r e b i r u s u l e ti d a li b a p A r a s e b n a i g a b e s a k a m n a il e b m e p n a u j u t u s n o k men membel ibaitk untuk dipaka i h e l o k u t n u a y n a si s ) % 0 5 . 2 6 ( i ri d n e s -oleh n i a l n a d -lain .Persentase terbesar tempa t s u s u h k o k o t i d h a l a d a k it a b n a il e b m e p l a H . % 0 5 . 7 6 r a s e b e s u ti a y k it a b n a l a u j n e p k it a b n u p i k s e m a w h a b n a k k u j n u n e m i n i a r a c a a d a p k i a b n a k a n u g i d k a y n a b h a l e t n u m a n i m s e r k a d it n u p u a m i m s e r i l e b m e m k u t n u h il i m e m h i b e l n e m u s n o k y s u s u h k o k o t a d a p k it a b angmenyediakan . k it a b n a d i b m a J k it a B g n a t n e T i s p e s r e P r o k S a w a J k it a B k u d o r P . A a r a c e S keseluruhan rata-rata sko r l e b a ir a v p a d a h r e t n e m u s n o k i s p e s r e p e g n a r n a g n e d r o k s n a k k u j n u n e m k u d o r p 8 0 . 4 n a d i b m a J k it a b k u t n u 8 8 . 3 ( k i a b . ) a w a J k it a b k u t n u Desain baitk Jamb i n a p a g g n a t n a k t a p a d n e m k i n u g n a y i g g n it g n il a p n e m u s n o k sebesa r 4.17 (6 9 2 Mankeu ,Vol .2N 3o. ,2013: 32 - 35 3 7 h a d n e r e t i s p e s r e p r o k s a r a t n e m e S . ) k i a b k u t n U . i b m a J k it a b l e d o m / k a r o c h a l a d a a t a r r o k s a w a J k it a b -ratapersep ist eritngg i n a m a g a r a k e n a e k h a l a d a n e m u s n o k e r e t a r a t n e m e s , k u d o r p ndah adalah daya k it a b a r a t n a i d n a g n i d n a b r e P . k u d o r p n a h a t i s p e s r e p i r a d t a h il r e t a w a J k it a b n a d i b m a J k u d o r p s i n e j a u d e k p a d a h r e t n e d n o p s e r , k u d o r p n a m a g a r a k e n a e k i r a D . t u b e s r e t m a g a r a k e n a r e b h i b e l a w a J k it a b k it a B . i b m a J k it a b n a g n e d n a k g n i d n a b i d t a w a J idak hanyadjiadikan bahanpakaian n a i a k a p , t e p m o d , l a d n a s , s a t a g u j i p a t e t , g n a d n e l e s , a j e m s a l a , n a g n a t u p a s , i d a j . a y n i a g a b e s n a d r u s a k n a d l a t n a b s a l a k a y n a b m u l e b i b m a J k it a b a r a t n e m e S n u p a k iJ . k u d o r p n a m a g a r e n a e k i u m e ti d t a r a c e s i s k u d o r p i d a y n a h a d a erbata sdan .t a p m e t k a y n a b i d a i d e s r e t k a d it k it a b k u d o r p n e m u s n o k t u r u n e M h i b e l g n a y n a h a t a y a d i k il i m e m i b m a J n u m a N . a w a J k it a b n a g n e d n a k g n i d n a b i d k a d it n a it il e n e p t n e m u rt s n i m a l a d n u p i k s e M . k it a b s a ti l a u k n a k k o p m o l e k i d y n a b h i b e l a i d e s r e t a w a J k it a b ak i p a t e t i b m a J k it a b n a k g n i d n a b i d s a ti l a u k n a g n e d r a s a p i d n a k r a w a ti d a l u p n a i k i m e D . a d e b r e b g n a y n a t a u b i n i l is a h a g g n i h e s , i b m a J k it a b n a g n e d n a h a t a y a d n a k l u p m i y n e m a si b m u l e b n a k g n i d n a b i d k i a b h i b e l k u d o r p u t a u s . a y n n i a l k u d o r p n a g n e d i k il i m e m h i b e l a w a J k it a B m a c a m r e b h i b e l g n a y l e d o m / k a r o c -macam a t a R . i b m a J k it a b n a k g n i d n a b i d -rata k u t n u n a k k u j n u n e m n e m u s n o k i s p e s r e p a w a J k it a b i a li n l e d o m / k a r o c r o t a k i d n i k it a b n a g n e d n a k g n i d n a b i d i g g n it h i b e l . i b m a J Adanya pengaruh lain a b n a k b a b e y n e m itk Jawa terbag i dua n a d ) a y g o Y , o l o S ( m a l a d e p k it a b , u ti a y , a r u d a M , m e s a L , n o b e ri C ( r is is e p k it a b n i a l n a d , n a b u T -lain ) penggolongan tiu i s a k i d n i n a g n u k g n il a d a p n a k r a s a d i d . a y n fi t o m k a r o c n a d ) a y a d u b ( s if a r g o e g k it a b h a l a d a a y n t a k e k a h a d a p r is is e p k it a B a d irl ua rdaerah l ua rkeraton ,beba ,s t anpa n a k o t a p a d a p t a k ir e t -patokan alampikrian a t a n a r p n a d e m si l a d o e f , si g a m s u i g e l e r -k a r o c , si n k e t a t a n a r p -corak baitk pe is is r k i a b s a b e b n a d r a s a k , n a t n o p s h i b e l n a k g n i d n a b i d a y n a n r a w n u p u a m a y n k a r o c o t a r e k i r a d k it a b n . k a y n a b h i b e l a w a J k it a b a n r a W k it a b n a g n e d n a k g n i d n a b i d k ir a n e m n a d n a k a n u g g n e m g n ir e s i b m a J k it a B .i b m a J a n r a w -warna yang cerah sepetr i merah , n a h a b n a a n u g g n e P . u a ji h n a d u ri b , e g n a r o h u b m u t i r a d i m a l a -tumbuhan sebaga i il r e t a y n li s a h t a u b m e m a n r a w e p ha talam i . m a l a a s n a u n n a k r a b m a g g n e m n a d
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2 97 a n r a w n a k li s a h g n e m g n a p e s u y a k i tr e p e S g n a l e m a r u y a k , n a h a r e m e k g n i n u k , n a t a l k o c e k h a r e m a n r a w n a k li s a h g n e m g n i n u k a n r a w n a k li s a h g n e m t a b m a l u y a k . u ri b a n r a w n a k li s a h g n e m o li n u y a k n a d k a n u g i d g n a y n i a k r a s a d n a h a B a n oleh a p u r e b i b m a J a t o K i d k it a b n ij a r g n e p a r a p n a d g n u t n a h s , s a n a n t a r e s , n u t a k , a r e t u s y n o m is r a p (Dekranasda, 02 11 ) .Beberapa h is a m i b m a J i d k it a b n ij a r g n e p , i m a l a a n r a w e p n a h a b n a k a n u g r e p m e m t u b e s r e t k it a b a n r a w r a g a n a u j u t n a g n e d . r u t n u l h a d u m k a d it Bahanpewarnaalam i h u b m u t i r a d l a s a r e b t u b e s r e t -tumbuhan . i b m a J i s n i v o r p i d a d a a y n a h g n a y Warna -a n r a w n a k a p u r e m t u b e s r e t a n r a w i a y n u p m e m g n a y , i b m a J k it a b l a n o is i d a rt i r a d a d e b r e b g n a y s a h k a n o s e p a y a d a n r a w e p kimia i b m a J k it a b f it o m n a d n i a s e D n a i g a b e s besa rd iambi ldar ibentuk lfora k a t e lr e t i b m a J k it a b n a k i n u e K . a n u a f n a d u ti a y f it o m k u t n e b n a a n a h r e d e s e k a d a p . ir i d n e s i ri d r e b g n a y f it o m k u t n e b f it o m a d a p a m a n h a l a d a a y n n i a l n a k i n u e K k u t n e b p a it e s a d a p n a k ir e b i d i b m a J k it a b o g n u b f it o m i tr e p e s , fi t o m tanjung ,moit f g n a ir f it o m , it a l e m a g n u b - irang dan a d a p n a k ir e b i d a m a n i k s e M . a y n i a g a b e s u t a s i r a d i ri d r e t g n a y f it o m k u t n e b p a it e s k a d it a y n n a p a r e n e p m a l a d n u m a n k u t n e b a d a P . a j a s f it o m k u t n e b u t a s i r a d i ri d r e t fi t o m a y n l a w a -moit f yang dtierapkan k it a b Jamb i berupa motfi-mo it f ragam h a m u r n a ri k u a d a p t a h il r e t i tr e p e s s a i h . n it n a g n e p n a i a k a p a d a p n a d i b m a J t a d a h i b e l n a k li s a h i d g n a y f it o m i n i g n a r a k e S a y a d u b s if o s o li f n a k a a y a k n a d m a g a r e b . t a p m e t e s n a n a y a L . B i a li N r -atarata keseluruhan untuk l e b a ir a v layanan menunjukkan perseps i 4 6 . 3 h a l a d a i s p e s r e p i a li n a n a m i d k i a b i r a D . ) a w a J k it a b ( 1 6 . 3 n a d ) i b m a J k it a b ( k it a b k u t n u n a n a y a l l e b a ir a v n a h u r u l e s e k n a s e p i d k u t n u n a h a d u m e k r o t a k i d n i i b m a J a t a r r o k s i a li n i k il i m e m -rata teritnggi . e p r o t a k i d n i a r a t n e m e S ngiirman baitk a t a r r o k s i a li n i k il i m e m -rata terendah . i g g n it r e t r o t a k i d n i , a w a J k it a b k u t n U k u t n u n a h a d u m e k h a l a d a n a n a y a l l e b a ir a v r o t a k i d n i h a l a d a h a d n e r e t n a d n a s e p i d t a p a d n e m u s n o k berkonsutlas i dengan k u d o r p h il i m e m m a l a d l a u j n e p . r e d n e c i b m a J k it a B ung mudah i s a k o l n a g n e d t a k e d a n e r a k n a s e p i d k u t n u . i b m a J a t o K i d u ti a y n e d n o p s e r a k ij a m a t u r e t n a k u k a li d i n i n a n a s e m e P n a d k a y n a b h a l m u j m a l a d n a il e b m e p a n r a w n a d f it o m n a k n i g n i g n e m n e m u s n o k k a y n a b a r a c e s a i d e s r e t k a d it g n a y u t n e tr e t a w a J k it a B . r a s a p i d sebenarnya juga8 9 2 Mankeu ,Vol .2N 3o. ,2013: 32 - 35 3 7 a r a c n a g n e d n u m a n , n a s e p i d k u t n u h a d u m i k il i m e m s u r a h n e m u s n o K . a d e b r e b g n a y t a p m e t g n a t n e t p a k g n e l i s a m r o f n i p a it e s i g a l a p A . a w a J k it a b n a n a s e m e p i n i i rt s u d n i i a y n u p m e m a w a J i d h a r e a d , n o b e ri C , a y g o Y , o l o S i d i tr e p e s a l n a d n a b u T , g n a r a m e S i -n lain. t a p e c h i b e l i b m a J k it a b n a m ir i g n e P , a w a J k it a b n a g n e d n a k g n i d n a b i d n a k u k a li d n a n a s e m e p a w h a b t a g n i g n e m . n e d n o p s e r l a g g g n it t a p m e t n a g n e d t a k e d n a k u k a li d k it a b n a m ir i g n e p m e ts i S r a t n a i d , g n a r a b n a m ir i g n e p a s a j i u l a l e m a r g n e p / n e s u d o r p h e l o g n u s g n a l ijn dan a r a c e s n a n a s e m e p m e ts i S . a y n i a g a b e s g n a y n a h il i p i d a j n e m a g u j i n i t a a s e n il n o k u t n u n e m u s n o k n a k h a d u m e m . k u d o r p n a k t a p a d n e m k u d o r p h a u b e s h a l n a k u b k it a B t a k a r a y s a m s a u l a r a c e s , u r a b g n a y g n a t n e t i s a m r o f n i a g g n i h e s a y n l a n e g n e m i d h a d u m t a g n a s k it a b temui .Dalam ha l k u t n u i tr e p e s n a i a k a m e p n a u lr e p e k k u t n u h e l o , r o t n a k n a i a k a p , a ts e p -oleh dan a w a J k it a b g n a t n e t i s a m r o f n i a y n i a g a b e s k it a b n a g n e d n a k g n i d n a i d k a y n a b h i b e l t e lt u o n a k b a b e si d a g u j i n i l a H . i b m a J i a p m u ji d k a y n a b h i b e l a w a J k it a b n a k g n i d n a b i d dengan baitk Jamb i yang o k o t a d a p a i d e s r e t a y n a h -toko khusu s .i b m a J k it a b l a u j n e m a il a n o s r e P . C a t a R -rata perseps i konsumen a w a j k it a b l a u j n e p / a il a n o s r e p p a d a h r e t u l a lr e t a d e b r e b k a d it i b m a J k it a b n u p u a m n a u p m a m e K . ) 7 6 . 3 n a d 0 6 . 3 ( r a s e b l a u j n e p / a il a n o s r e p dianggap hampi rsama . a t a r i a li n i b m a J k it a b a d a P -rata teritngg i n a u p m a m e k r o t a k i d n i a d a p h a l a d a n a d n a g g n a l e p n a g n e d i s a k i n u m o k r e b r o t a k i d n i h a l a d a h a d n e r e t i a li n . k u d o r p s a ti l a u k g n a t n e t n a u h a t e g n e p h a l a d a i g g n it r e t i a li n , a w a J k it a b a d a P n a u p m a m e k a d a p berkomunikas idengan a d a p h a l a d a h a d n e r e t i a li n n a d i l e b m e p i s a m r o f n i n a k ir e b m e m m a l a d n a r u j u j e k . k u d o r p s a ti l a u k g n a t n e t g n a t n e t l a u j n e p n a u h a t e g n e P p u k u c l a u ji d g n a y k it a b k u d o r p s a ti l a u k n e m u s n o k t u r u n e m n u p i k s e m , k i a b k il i m e m h i b e l a w a J k it a b l a u j n e p i k it a b s a ti l a u k g n a t n e t n a u h a t e g n e p . i b m a J k it a b l a u j n e p n a g n e d n a k g n i d n a b i d n a k a y n a n e m n a k a n e m u s n o k a y n m u m U , n a k a n u g i d g n a y r a s a d n a h a b g n a t n e t s a ti l a u k , k a d it u a t a r u t n u l h a d u m h a k a p a k u d o r p a y n a s a i b a m a l a p a r e b n a d n a ti h a j i B . k i a b n a a d a e k m a l a d h is a m asanya bahan dasa r kain yang digunakan oleh , n u t a k , a r e t u s a p u r e b k it a b n ij a r g n e p a r a p . y n o m is r a p n a d g n u t n a h s ,s a n a n t a r e s
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2 99 l a u j n e p n a n a p o s e k n a d n a h a m a r e K n a s a l e j n e p n a k ir e b m e m t a a s a d a p k it a b g n a y k u d o r p s i n e j n a d s a ti l a u k g n a t n e t u j n e m u s n o k n a k n i g n ii d ga merupakan i s p e s r e p i a li N . n a g g n a l e p i g a b i a li n g n a y i a li n h is il e s n a k k u j n u n e m n e m u s n o k k it a b l a u j n e p n a i k i m e d n u p i k s e m , li c e k m a l a d n a p o s n a d h a m a r h i b e l i a li n i d a w a J . n e m u s n o k i n a y a l e m Lebih lanjut , k it a b l a u j n e p a w h a b i a li n e m n e m u s n o k g n a t h i b e l i b m a J gap dalam melayan i l a u j n e p n a g n e d n a k g n i d n a b i d n e m u s n o k .l i c e k a y n h is il e s i a li n n u p i k s e m a w a J k it a b p a k is i r a d t a h il r e t l a u j n e p n a p a g g n a t e K g n a y a p a n p s e r e m t a p e c a r a c e s t a p a d g n a y n a k l a si m , n a g g n a l e p n a k u lr e p i d , ir a c i d g n a y a p a k u d o r p n a k a y n a n e m u t n a b m e m menunjukkan letak dsiplay n i a s e d f it a n r e tl a n a k ir e b m e m n a d k u d o r p . n e m u s n o k n a h il i p t a p a d g n a y a n r a w n a d t a g n a s i n i p a g g n a t p a k is n e m u s n o k i g a B n a k u m e n e m k u t n u n e m u s n o k u t n a b m e m .t a p e c a r a c e s k u d o r p m a l a d l a u j n e p n a r u j u j e K d o r p s a ti l a u k n a k is a k i n u m o k g n e m ukbaitk i a li N . g n it n e p t a g n a s g n a y l a h n a k a p u r e m i b m a J k it a b k u t n u i n i r o t a k i d n i i s p e s r e p n u p i k s e m , li c e k t a g n a s a w a J k it a b n a d k it a b l a u j n e p i a li n e m n e m u s n o k n a i k i m e d m a l a d n a r u j u j e k i k il i m e m h i b e l a w a J s a ti l a u k g n a t n e t n a k is a k i n u m o k g n e m g n i d n a b i d k it a b kan dengan penjua lbaitk g n a t n e t n a k is a k i n u m o k g n e M . i b m a J l a h i d a j n e m r u j u j a r a c e s k u d o r p s a ti l a u k . l a u j n e p h e l o i r a d a si d s u r a h g n a y g n it n e p a y n a h n a k i a b a i d i n i r u j u j p a k is i l a k g n ir e S n a g n u t n u e k n a k t a p a d n e m l a u j n e p a y a p u s u t n e t i n i l a h s i n si b m a l a D . r a s e b saja k i a b i n i n a it il e n e p m a l a D . a k it e r a g g n a l e m k it a b l a u j n e p n u p u a m i b m a J k it a b l a u j n e p l a h m a l a d a k it e n a k k u j n u n e m a w a J i n i l a h , k u d o r p s a ti l a u k g n a t n e t n a r u j u j e k r a s e b e s i s p e s r e p i a li n n a g n e d t a u k r e p i d i r o g e t a k m a l a d k u s a m g n a y 2 5 . 3 n a d 0 5 . 3 . k i a b a S . D luranDsitribu is g n a y i a li n g n a t n e r t a p a d r e T k it a b i s u b ir ts i d n a r u l a s a r a t n a a d e b r e b a w a J k it a B n a d i b m a J dimanabaitk Jawa i g g n it h i b e l g n a y i a li n i k il i m e m 3 0 . 4 ( i b m a J k it a b n a g n e d n a k g n i d n a b i d a t a r i a li n i b m a J k it a b a d a P . ) 5 4 . 3 n a d -rata h a l a d a i g g n it r e t pada kemudahan dtiemu i h a l a d a h a d n e r e t i a li n n a d t a p m e t k a y n a b i d i a li n a w a J k it a b a d a P . e n il n o a r a c e s l a u ji d a i d e s r e t r o t a k i d n i a d a p h a l a d a i g g n it r e t h a d n e r e t n a d k a y n a b g n a y h a l m u j m a l a d . e n il n o a r a c e s l a u ji d h a l a d a i k il i m e m k a y n a b h i b e l a w a J k it a B lt u o e t khusu s penjualan baitk i n i l a H . i b m a J k it a b n a g n e d n a k g n i d n a b i d a n e r a k , n a it a h r e p i d a j n e m t u t a p a j a s u t n e t0 0 3 Mankeu ,Vol .2N 3o. ,2013: 32 - 35 3 7 h is a m i ri d n e s u ti k it a b l is a h g n e p h a r e a d i d . i b m a J k it a b l a u j n e p s u s u h k t e lt u o t i k i d e s h i b e l a w a J k it a b , n a t a m a g n e p n a k r a s a d r e B u i g a l a p a r a b e s r e t ntuk jeni spakaian jad i a p a r e b e b i d i u m e ti d a si b r i p m a h g n a y i ri d n e s i b m a J k it a b s u s u h k t e lt u O . t a p m e t n a d i r a t n e M , a l e b a ri M , a d s a n a r k e D i d a d a n a g n e D . a y n n i a l l i c e k k it u b a p a r e b e b n a a k u b m e p i g a l n a k t a i g i d s u r a h n a i k i m e d a J k it a b l a u j n e p s u s u h k o k o t/ t e lt u o mb i i r a c n e m n e m u s n o k n a k h a d u m e m k u t n u a l u p t i a k r e t i n i l a H . t u b e s r e t k u d o r p k u d o r p u ti a y a y n t u k ir e b r o t a k i d n i n a g n e d k it a B . t a p m e t k a y n a b i d i u m e ti d h a d u m k a y n a b i d i u m e ti d h a d u m h i b e l a w a J . i b m a J k it a b n a g n e d n a k g n i d n a b i d t a p m e t o k o t/ t e lt u o i d a y n a h n a k u B khusu s u a t a l l a m i d i p a t a j a s k it a b n a l a u j n e p i a p m u ji d t a p a d a g u j m u m u n a o k o tr e p t il u s n e m u s n o k a r a t n e m e S . a w a J k it a b u a t a l l a M i d i b m a J k it a b n a k u m e n e m n a o k o tr e p i d n u p u a m n a a j n a l e r e p t a s u p i d a i d e s r e t a y n a h i b m a J k it a b , m u m u a rt n e s i d u a t a s u s u h k t e lt u o pembuatan .i b m a J k it a b g n a d a k r e t e n il n o a r a c e s n a il e b m e P h i b e l r a g a n e m u s n o k h e l o n a k u k a li d h i b e l a w a J k it a B . a k e r e m n a k h a d u m e m a j n a l e b s u ti s m a l a d i a p m u ji d k a y n a b . i b m a J k it a b n a g n e d n a k g n i d n a b i d e n il n o n a d k u d o r p n a m a g a r e k i r a d a r a t n e m e S a J k it a b n i a s e d mb i mampu bersaing l a h m a l a d , n u m a N . a w a J k it a b n a g n e d k it a b a h a s u g n e p i g o l o n h k e t n a a s a u g n e p n a k g n i d n a b i d i a s a u g n e m h i b e l a w a J n a g n e D . i b m a J k it a b a h a s u g n e p n a g n e d n a t a k g n i n e p n a k u lr e p i d n a i k i m e d i g o l o n h k e t n a a s a u g n e p n a u p m a m e k u g n e p i g a b t e n r e t n i a y n u s u h k saha baitk g n a u l e p n a k t a a f n a m e m t a p a d k u t n u i b m a J m e ts is i u l a l e m l a m is k a m a r a c e s a h a s u . e n il n o a r a c e s n a r a s a m e p a r ti C . E a t a r i a li n n a a d e b r e P -rata antara k a d it a w a J k it a b n a g n e d i b m a J k it a b r a s e b u l a lr e t meskipun nlia irata-ratacirta it h i b e l i b m a J k it a b ngg i dibandingkan a d a P . ) 4 1 . 4 n a d 7 2 . 4 ( a w a J k it a b n a g n e d h a l a d a i g g n it r e t r o t a c i d n i i a li n i b m a J k it a b a i d e m i a g a b e s i b m a J k it a b i a li n a r a t n e m e s a y a d u b n a k l a n e k r e p m e m i k il i m e m r o t a k i d n i a d a p t a p a d r e t h a d n e r e t . n i a l h a r e a d i r a d k it a b n a g n e d n a a d e b r e p b a d a P aitk Jawa nlia irata-rata teritngg i a y a d u b l o b m y s r o t a c i d n i a d a p t a p a d r e t t a p a d r e t h a d n e r e t i a li n a r a t n e m e s a s g n a b a n a s a u s n a k ir e b m e m r o t a k i d n i a d a p . a d e b r e b is n a k a p u r e m k it a B mbo l budaya a s g n a b Indone isa ,hali nij ugat elah diaku i a n o is a n r e t n i a i n u d h e l o l . 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3 01 a y a d u b l o b m y s i a g a b e s p a g g n a i d a w h a b i m u l k a m i d t a p a d i n i l a H . a is e n o d n I i l a k a m a tr e p n a k l a n e k r e p i d g n a m e m k it a b a g u j i b m a J k it a b n a k h a b , a w a J u a l u P i d g n a y a w a J k it a b i r a d n a s a u lr e p n a k a p u r e m s a k if i d o m i d i dan d siesuaikan motfinya o l n a fi r a e k n a g n e d ka lmasyaraka tdaerah a y n n a g n a b m e k r e p m a l a d n a k h a B . i b m a J n ij a r g n e p h e l o u t n a b i d k a y n a b -pengraijn . a w a J u a l u P i r a d i r a d n a g n a b m e g n e p i a g a b e S i b m a J k it a b f it o m , i b m a J a y a d u b n a d k i n u g n a y n a a d e b r e p i k il i m e m n e m jad i cri i kha s rakya t Jambi . i d a j n e m t a p a d i b m a J k it a b n a a d a r e b e K i b m a J h a r e a d a y a d u b n a k l a n e k r e p m e m l a k o l n a fi r a e k i r a d n a d u j u w r e p i a g a b e s i s a n i m o d n e m g n a y a y n a n u a f n a d a r o lf fi t o m -moit f pada baitk Jambi . Dengan g n a t n e t is o m o r p a d a p n a t a u g n e p n a i k i m e d t a b ikJ amb ikedaerahmaupunNegaral ain a j a s k a d it i n i i s o m o r P . n a k u lr e p i d t a g n a s i d i b m a J a rt i c n a k t a k g n i n e m u p m a m n a k a n u m a n , n i a l a r a g e N u a t a h a r e a d a t a m h e l o n a k a s a ri d n a k a a g u j a y n k a p m a d n ij a r g n e p -pengraijnbaitkJ ambi . i b m a J h a r e a d a y a d u b i a g a b e S ternyata ada nuansa tersend ri i dalam k it a b n a k a n e g n e m a k it e k n e m u s n o k k a n e b . a w a J k it a b n a g n e d n a k g n i d n a b i d i b m a J k u t n u i n i r o t a k i d n i k u t n u i s p e s r e p i a li N n a k g n i d n a b i d i g g n it h i b e l i b m a J k it a b n a h a r e a d e k a s n a u N . a w a J k it a b n a g n e d g a b i a g a b e s , n a k a s a ri d t a u k ian dar i l a g g n it t a p m e tr e b n a d i b m a J t a k a r a y s a m h a r m u l i d a j n e m i n i l a h a j a s u t n e t i b m a J i d . n a k a s a ri d a m a l k a j e s h a d u S baitk a r a c a a d a p a n a s u b i a g a b e s n a k a n u g r e p i d -n a s a n i d e k n u p u a m r o t n a k i d i m s e r a r a c a n u p u a m i b m a J k it a b k u t n u k i a B . a y n n i a l a w a J k it a b keduanya menunjukkan i n i l a H . fi ti s o p g n a y n e m u s n o k i s p e s r e p f it o m n a d n i a s e d a w h a b n a k k u j n u n e m g n a t n e t n a k r a b m a g g n e m g n a y k it a b i si s o p a d a p n a k t a p m e ti d a s g n a b s if o s o li f t u t a p a g g n i h e s i a k a m e p i s i g a b g n it n e p . a l u p g n it n e p a r a c a m a l a d n a k a n u g i d s u ti n a k u B aja , saa t in i baitk juga h a l o k e s m a g a r e s i a g a b e s n a k a n u g r e p i d ir a h a d a p -har i tetrentu sebaga i bentuk p a d a h r e t n a a t n i c e k n a d n a a g r a h g n e p s u g il a k e s a g u j i r e g e n m a l a d i s k u d o r p a y a d u b n a k ir a ts e l e m k u t n u a y a p u i a g a b e s . a s g n a b J k it a B f it it e p m o K i si s o P s is il a n A amb i a w a J k it a B n a d k u t n u h a l a d a i n i n a it il e n e p n a u j u T f it it e p m o k i si s o p a n a m i a g a b i u h a t e g n e m a m a t u r e t a w a J k it a b n a d i b m a J k it a b i r a d g n a y l e b a ir a v i si s o p i r a d t a h il i d i s p e s r e p n a a t e m e p l a h m a l a D . n a k a n u g i d2 0 3 Mankeu ,Vol .2N 3o. ,2013: 32 - 35 3 7 l e b a ir a v n a k t a p m e n e m n a g n e d n a k u k a li d n a r u l a s g n a r o / a il a n o s r e p , n a n a y a l , k u d o r p k a n e b m a l a d a rt i c n a d i s u b ir ts i d a r a t n a n a p ir i m e k a d a h a k a p a n e m u s n o k . i b m a J k it a b n a g n e d a w a J k it a b h a l a d a i n i n a it il e n e p m a l a d n a s a t a b r e t e K it a b n a k k o p m o l e g n e m k a d it i ti l e n e p k h i b e l g n a y k o p m o l e k i d a j n e m a w a J k it a b , o l o s k it a b i tr e p e s k if is e p s k it a b , n a b u T k it a b , n o e ri C k it a b , g n a r a m e s l is a h a g g n i h e s a y n i a g a b e s n a d i w a t e B n a d m u m u t a fi s r e b h is a m h e l o r e p i d g n a y f it it e p m o k i si s o p n a k r a b m a g g n e m m u l e b .s u s u h k a r a c e s k it a b a t a r r o k s i r a d t a h il i d a li b a p A -rata n a g n e d a k a m n a h u r u l e s e k a r a c e s i s p e s r e p t a p a d r e t a w h a b t a h il r e t t a p a d s a l e j i b m a J k it a b a r a t n a i d i s p e s r e p n a a d e b r e p l e b a ir a v i r a d t a h il i d a w a J k it a b n a d n a r u l a s , a il a n o s r e p , n a n a y a l , k u d o r p i d tsirbus idan cirta .Adapun gra ifk secara r a b m a g a d a p t a h il i d t a p a d n a h u r u l e s e k t u k ir e b Gamba r2 .Graifkperbedaanperseps ikonsumenpe rva irable ir a D vairabe l cirta , baitk Jamb i k it a b n a g n e d n a k g n i d n a b i d l u g g n u h i b e l i a li n i k il i m e m a w a J k it a b a r a t n e m e s , a w a J , k u d o r p l e b a ir a v k u t n u i g g n it h i b e l n a r u l a s n u p u a m a il a n o s r e p , n a n a y a l i s a k il p m i u t a s i d a j n e m i n i l a H . is u b ir ts i d l e m u l a lr e t k a d it n e m u s n o k a w h a b iha t i b m a J k it a b a r a t n a r a s a d n e m n a a d e b r e p k it a b i g a b t il u s a g g n i h e s , a w a J k it a b n a d i b m a J k it a b n a k is is o p m e m k u t n u i b m a J h a l e t k it a B . a d e b r e b g n a y u t a u s e s i d a j n e m n a k h a b a w a J k u d o r p k it n e d i i d a j n e m h u a J . a s g n a b a y a d u b l o b m is i d a j n e m d i b m a J h a r e a d m u l e b e s an daerah-daerah , a y n k it a b i rt s u d n i n a k k a r e g g n e m n i a l a n a m i d l a n e k r e t h a d u s a w a J k it a b -mana . h is a m i b m a J k it a b g n i n o it is o p e r e M a p a k e p s a a d a p n a t a u g n e p n a k u lr e m e m i k il i m e m n e m u s n o k t u r u n e m g n a y k it a b n a g n e d s a h k g n a y n a a d e b r e p Jawa . n i p a d a h r e t n a r u s u l e n e P d k ri a -to indikato r 0 1 2 3 4 5 k u d o r P Layanan Personaila Saluran is u b ir t si D ctira i b m a J k it a b a w a J k it a b
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3 03 a d a p t a h il i d t a p a d g n a y l is a h n a k u m e n e m gamba rbeirku.t r o t a k i d n i r e p n e m u s n o k i s p e s r e p k if a r G . 2 r a b m a G n a k u m e ti d r o t a k i d n i n a k r a s a d r e B k it a b n a k is p e s r e p m e m n e m u s n o k a w h a b l a d a i b m a J ah sebaga i media untuk e k h a r e a d a y a d u b n a k l a n e k r e p m e m n e m u s n o k a r a t n e m e S . n i a l a r a g e n / h a r e a d i a g a b e s a w a J k it a b n a k is p e s r e p m e m i n i l a H . a is e n o d n I a s g n a b a y a d u b l o b m is a t a r i a li n i r a d t a h il r e t -rata perseps i n a g n e D . i n i k it a b s i n e j a u d a d a p i g g n it r e t i k i m e d an kedua jeni s produk baitk in i n a d a s g n a b a rt i c i a g a b e s t a u k r e p i d u lr e p i a g a b e s k it a b i a k a m e m n e m u s n o K . h a r e a d t a k e l e m g n a y s a ti t n e d i a d a a n e r a k a n a s u b fi t o m a d a p -moit fyangt erdapa tpadabaitk n a k u b n a g n e d a y n n a k a d e b m e m g n a y . k it a b a n a s u b D N A L U P M I S E K ANSARAN n a l u p m is e K . 1 D air vairabe lcirta ,baitk Jamb ilebih k it a b n a g n e d n a k g n i d n a b i d l u g g n u i k il i m e m a w a J k it a b a r a t n e m e s , a w a J , k u d o r p l e b a ir a v k u t n u i g g n it h i b e l i a li n n a r u l a s n u p u a m a il a n o s r e p , n a n a y a l .i s u b ir ts i d . 2 Berdasarkan indikato r dtiemukan a w h a b konsumen mempersep iskan a i d e m i a g a b e s h a l a d a i b m a J k it a b h a r e a d a y a d u b n a k l a n e k r e p m e m k u t n u a r a t n e m e S . n i a l a r a g e n / h a r e a d e k a w a J k it a b n a k is p e s r e p m e m n e m u s n o k a s g n a b a y a d u b l o b m is i a g a b e s . a is e n o d n I . 3 Pengelompokkan berdasarkan atirbu t g n a y t u b ir t a t a h il r e t dikatikan dengan t a u m e m ( a m a s g n a y r a s a d n a s a g a g i b m a J k it a b k u t n u , ) a m a s g n a y r o t k a f r o t k a f ) u t a s ( 1 i d a j n e m k o p m o l e k r e t k o p m o l e k r e t a w a J k it a b k u t n u n a d .r o t k a f ) u t a s ( 1 i d a j n e m n a r a S . 1 Berdasarkan indikato r dtiemukan n a k is p e s r e p m e m n e m u s n o k a w h a b 0 1 2 3 4 5 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z i b m a J k it a b a w a J k it a b4 0 3 Mankeu ,Vol .2N 3o. ,2013: 32 - 35 3 7 k it a b Jamb i adalah sebaga i media a y a d u b n a k l a n e k r e p m e m k u t n u . n i a l a r a g e n / h a r e a d e k h a r e a d n e m u s n o k a r a t n e m e S i a g a b e s a w a J k it a b n a k is p e s r e p m e m . a is e n o d n I a s g n a b a y a d u b l o b m is k it a b n u p u a m i b m a J k it a b a h a s u g n e P a y n k u d o r p n a k is is o p m e m t a p a d a w a J c n a t a u g n e p k u t n u irta baitk in i d i . n e m u s n o k k a n e b . 2 Ha is l pengelompokkan in i dapa t g n a u r a t e p t a u b m e m k u t n u n a k a n u g i d a l u p n a k k u j n u n e m n a d k u d o r p k e r e m u a t a k u d o r p p a it e s a n a m i d p a it e s a d a p n a k t a p m e ti d p a g g n a i d t a p a d a y n t u j n a l e s it il e n e p i g a B . r o t k a f g n a y r o t a k i d n i i j u g n e m telah n a it il e n e p m a l a d i n i k o p m o l e k r e t . k it a b g n a t n e t is p e s r e p . 3 Aga r d tiemukan peta perseps i u lr e p a k a m , k it a b g n a t n e t n e m u s n o k n a g n e d n a g n i d n a b r e p n a k u k a li d a d a g n a y a y n n i a l k it a b s i n e j a p a r e b e b n e m u s n o k i g a b a m a t u r e t , a is e n o d n I i d b il r e t e k t a k g n it n a g n e d atan itngg i r a n e b a g g n i h e s -bena rdapa tdiketahu i h i b e l n a g n e d k it a b k u d o r p g n i n o it is o p .t a p e t A K A T S U P R A T F A D n a d r e k l a W C e ll i v r O , W r e p r a H , d y o B n a e J -Claude Larreche , 2000 . . a g g n a lr E , t n e m e g a n a M g n it e k r a M . a tr a k a J A : k it a B i b m a J . 5 0 0 2 , a n o i F , e u g o lr a K l a M ay Tradiiton ?. Indone isa and 6 9 . o N , 3 3 . l o V , d lr o W y a l a M e h t g n it e k r a M , ) 6 0 0 2 ( a rt o h l a M ll a H e c it n e r P . h c r a e s e R g n u o Y d l a r e G , Y s e m a J , y a rr u M d n a n o it a t n e ir O t e k r a M . 1 1 0 2 , o a G : s e r u t n e V t r o p x E f o e c n a m r o fr e P g n it e k r a M h g u o r h T s s e c o r P e h T C d n a s e it il i b a p a C ompeititve f o y m e d a c A . s e g a t n a v d A l a n r u o J e c n e i c S g n it e k r a M 2 5 2 . p 9 3 .l o V . e l a v n e r G , o d e c A J o c si s n a r F , o i n o t n A , o rr a r a N o il i m E n a d a d a s o C o d n a n r e F f o l e d o M d e t a r g e t n I . 1 1 0 2 , o z u R f o s is y l a n A : y ti v it c A t r o p x E s r e g a n a M n i y ti c n e g o r e t e H n o n o it p e c r e P d n a n o it a t n e ir O t n e m e g a n a M g n it e k r a M c i g e t a rt S . st e k r a M n g i e r o F n i Journa l o f o e h T g n it e k r a M ry and Pracitce , 7 8 1 . p 9 1 .l o v l e d o M . 2 1 0 2 , a d ir E n a d e d A , a i v a t c O t r o p x E n o it a t n e ir O g n it e k r a M I, i b m a J k it a B -MHEREl,aporan. n A . 1 1 0 2 , r e z t a r K n a J n a d d i h a h S ,i h s e r u Q d n a t n e d e c e t n A f o n o it a g it s e v n I g n it e k r a M f o e m o c t u O r u e n e r p e rt n E n i s e it il i b a p a C n A : s m ri F Empiirca l Study o f y g o l o n h c e T l l a m S -Based Frims i n . y n a m r e G Journa l o f Smal l d n a s s e n i s u B p i h s r u e n e r p e r t n E ,vo.l14p.49 g n it a e r C g n it e k r a M . 1 1 0 2 ,i r u a s s A , n a jf o S r o f e u l a V r e m o ts u C g n i d d A d n a e v it it e p m o C g n i n i a ts u S n a w a h a s U n e m e j a n a M , e g a t n a v d A l o V a is e n o d n I .40N0.5.
