Analysis of fast food restaurant competition based on consumer perception using multidimensional scaling (MDS) (case study in Malang City, East Java, Indonesia)

Currently, the fast food restaurant has become a lifestyle and an attribute of modern society. In Malang, fast food restaurant is growing very rapidly. This can be seen from the existence of several fast food restaurants that are famous in Indonesia, including KFC, Mc Donald's, A & W and CFC. The tight competition makes these restaurants should be able to determine the right strategy in order to win the market. This can be done by looking at the map of the position of competition between fast food restaurants. This study aimed to determine the position of the competition of fast food restaurants based on consumer perceptions in Malang City using Multidimensional Scaling (MDS) method. The sampling technique used was Accidental sampling. Data were collected using questionnaires distributed to 80 respondents. The result of this study demonstrated that Mc Donald's was a market leader or superior among other fast food restaurants. Then, the second rank (market challenger) was KFC, tight competitor of Mc Donald's. The third rank was occupied by AW and the last rank was occupied by CFC. The two restaurants, AW and CFC, were a market follower.