METODE RANTAI MARKOV PADA PERPINDAHAN PENGGUNAAN MEREK MINYAK GORENG TERHADAP PENGUNJUNG ROXY SQUARE JEMBER

Abstract

The research aims to identify the reasons people choose a particular brand of cooking oil , analyze the displacement use cooking oil brand to another brand , making cooking oil market projections. Research using survey method, by distributing questionnair to the respondent. The population of this study is the visitor Roxy Square Jember. The number of respondents 89 people. The sampling technique used purposive sampling has been characterized by using at least one (1) different brands of cooking oil or equal to 1 ( one ) year . The method of analysis used Markov chain methods . The results show the attributes in the cooking oil by 27 respondents is the main reason the buying process , the availability on the market 21 of the respondents got the answer , get a family tradition 17 respondents, and the price of the 10 respondents got the answer . The market share of each brand for the current period and future periods Tropical are 17.97 % and 16.94 % , Bimoli 57.30 % and 47.40 % , Sania 2.24% and 6.20 % , Rose Brand 15.73 % and 2.32% , Sunco 2.24% and 2.51 % , for other brand 4.49 % and 24.64 % . The implication of this research and the application of Markov chain analysis does not analyze the movement of oil into margarine .