Perceptual Mapping Warung Makan Upnormal dalam Pasar Warung Makan Kekinian di Purwokerto

The development of the culinary business, especially restaurants/restaurants in Indonesia, can be seen from increasing number restaurants Indonesia. success attracting consumers is presence flavors that adjust to consumer tastes, strategic locations, quality facilities and services appropriate prices. In 2017 2018 Purwokerto, starting with emergence Warunk Up Normal, then many modern nuances emerged added several supporting facilities. Realizing this, every company must able compete attract interest first know position its product compared other restaurant products so it make right strategy. To find out product, necessary do a perceptual mapping, which quantitative analysis tool represent products. Observations on phenomena occurred six studied, namely UpNormal, Dapoer Prambanan, Nyong Kopitiam, #WKWK, Warung Ngapak Level distributed questionnaires respondents. Data analyzed using multidimensional scaling method intended determine distribution or competition occurs based decision-making factors purchasing. results showed experienced factor was attribute price