COMPETITIVENESS-MAPPING OF RESTAURANTS BASED ON ITS PRODUCT AS A REFERENCE OF CULINARY TOURISM OBJECTS

This research is conducted to analyze the map positioning product attributes of Lestari restaurant and the competitors in Jember Regency. The basis used to determine the position of the restaurants is consumers’ perceptions regarding to the similarity of determinant attributes consisting of price, convenience, human resources services, taste quality, menu variants, location of each restaurant. The analysis technique is Multidimensional Scaling (MDS). This research was conducted by taking respondents as many as 60 respondents with purposive sampling method. The results of the restaurant positioning map (Lestari, Terapung, Legian, Wong Solo, Bu Lanny) are based on consumer perceptions and the similarity of respondents' attitudes in giving the assessment. Based on the analysis, there are differences in the position of each restaurant based on consumer perceptions and it shows that Lestari restaurant is direct competitor from Terapung restaurants, Wong Solo and Bu Lanny which do not have a strong or clear positioning, because they do not have many similarities and differences with other restaurants in the minds of consumers. Lestari and Legian restaurants are direct competitors because they have clear and unique differentiation. Therefore, Lestari restaurant in Jember Regency has a strong competitiveness in the market that comes from product attributes, namely the quality of taste and menu variants. The results of the consistency and similarity tests of respondents' attitudes also showed that the respondents did not have the same attitude in assessing the similarity of restaurants in Jember Regency.

p-1412-3789 www.journalmabis.org e-2477-1783 99 menu variants. When compared to other restaurants, Legian restaurant is well-known for their good taste, good service, and comfortable place; Terapung restaurants (Taman Mangli Indah) is famous for the concept of a nice and unique place, the price of food is relatively more expensive, and good facilities; Wong Solo restaurant has a characteristic with traditional approaches such as in terms of presentation and the main menu is very popular, namely roasted chicken; Bu. Lanny's restaurant is excellent for its taste of the chicken kremes menu which is very popular among consumers, also this restaurant provides quite complete facilities, and good service.
Each restaurant that is the object of this study has different characteristics and uniqueness. Hence, it is very necessary for the five restaurants to show their superiority in order to continue to grow. In this study, the focus of the research object is Lestari restaurant which is one of the most prominent restaurants on several sides. One of the importance of positioning in this research is to place the right position for Lestari restaurant when juxtaposed with other competing restaurants to create the right marketing strategy in accordance with the competitive advantage they have. Based on the description it can be concluded that Product Positioning is a strategy that must be used by companies in facing fierce competition to maintain the survival of the company and achieve the goals.
The objective of this study is to map the product positioning of Lestari restaurant compared to competing products. This is useful to see the advantages and competitive map of the restaurant business in Jember area.

Research Method
Data collection is done through the distribution of questionnaires and interviews with consumers in restaurants related to respondents. The population in this study are Lestari restaurant, Terapung (Taman Mangli Indah), Legian, Wong Solo, and Bu Lanny. By using a purposive sampling technique, the sample in this study are respondents who are over 17 years old and had eaten in the five restaurants as many as 60 respondents. The measurement scale used in this study is a Likert Scale which is used to measure the attitudes, opinions, and perceptions of a person or group of people about social phenomena.
The variables analyzed in this study are positioning maps consisting of price, convenience, human resource services, taste quality, menu variants, and location. The analytical method used in this study is MDS (Multidimensional Scaling), which is a statistical technique that measures objects in a multidimensional room based on respondents' judgments about similarities (Umi, 2008: 15). MDS is one of the procedures used to map respondents' perceptions visually on geometry maps. The geometry map is called perceptual map, which is a map that shows which objects are very similar and which ones are not very similar. The sequence of steps in the MDS analysis can be described as follows.  Formulating problem is specifically mentioning the purpose of the MDS analysis' results also selecting the stimulus or object to be included in the analysis.
b. Obtaining Data Input Data input is obtained from respondents which can be collected directly or derived, as illustrated in Figure 2.1. The direct approach is to ask respondents to make considerations regarding similarity or dissimilarity of various types of objects, brands, or stimuli by using their own criteria subjectively. The derivative approach is collecting perception data with an approach based on attributes. The derivative approach requires the respondent to give the value of the object, brand, or stimulus to the attributes identified using a Likert scale. Respondents were asked to make an assessment (ratings) of all possible brands or stimulus pairs. If n = number of brands or stimulus, then the number of pairs = n (n -1) / 2 (Simamora, 2005: 246). In this study n = 5, then the number of pairs is 5 (5-1) / 2 = 10 pairs which include Lestari -Terapung, Lestari -Legian, Lestari -Wong Solo, Lestari -Bu Lanny, Terapung (Taman Mangli Indah) -Legian , Floating (Beautiful Mangli Park) -Wong Solo, Floating (Mangli Indah Park) -Bu Lanny, Legian -Wong Solo, Legian -Mrs. Lanny, Wong Solo -Mrs. Lanny. Then the ranking of similarities in the stimulus from the most similar to the least similar is determined. Source: Supranto (2004: 181)  The factors that influence ownership of MDS analysis procedure will be carried out at the individual respondent level (disaggregate level) or at the group level (aggregate level).
d. Determining the Number of Dimensions The main objective of MDS analysis is to get a perception map that accurately represents the best fit with the least possible dimensions, namely 1, 2, or 3. e. Labelling Dimensional Name and Configuration Interpretations Dimensions represent more than one attribute. The configuration or perception map is interpreted by examining the coordinates and relative position of the brand. Brands or stimuli that are located close together will compete hardly. Brands that are far apart in the direction of a descriptor will be strongly different. The accuracy of finding a solution to MDS analysis is assessed by measuring the stress. Stress is a measure to show the lack of fit, the greater the stress value the more improper the perception map represents for data input. Based on the stress formula of Kruskal, the recommendations for using stress values are as follows:  Source: Supranto (2004: 190) The R² (R square) accuracy index must also be assessed. The R² number indicates the accuracy of the scaling (goodness of fit measure) to represent input data. High value of R² (1 or 100%) models will represent perfectly, but R² ² 0.60 (60% or more) can be accepted or can represent input data quite well. Source: data processed Based on Table 3.1 above, it can be seen that the research respondents were mostly female as many as 33 people (55%) and those of the male sex were 27 people (45%). Then among the respondents studied were generally aged between 17-25 years or as many as 35 people (58.33%), 16 people (26.67%) aged between 26-35 years and the remaining 9 people (15%) aged ≥ 35 year. Because at the age of 17-25 in general they are young people who like to try new things, especially things that they have never felt.

Respondents' Characteristic
Whereas, based on the type of work, the results showed that as many as 38 people (63.33%) had status as students, 8 people (13.33%) as civil servants, 7 people (8.89%) with status as entrepreneurs, 4 people (6 , 67%) have the status of private employees, and the remaining 3 people (5%) others. Most respondents are still students, as explained earlier, students still aged 17-25 years prefer new things, especially foods that they have not tried. For p-1412-3789 www.journalmabis.org e-2477-1783 102 additional information., the others here stands for housewives or jobless person.

Test for Reliability and Validity
The input data and the consequences of solving MDS are strongly influenced by random variability, so some assessments are made regarding the reliability and validity of the resolution of MDS. The accuracy of a solution to MDS analysis is assessed by measures of stress. The lower the stress value, the better the MDS model is produced.  Table 3.2 shows that the stress of the two-dimensional model produced is included in the Goodness of Fit standard and shows that the scaling model to represent input data is appropriate. RSQ (R square) index must also be reviewed. Models can be accepted if RSQ ≥ 0.60 (60% or more). The higher the RSQ, the better the MDS model is RSQ values of attributes of Lestari restaurant are presented in Table 3.3. In Table 3.3 it can be seen that the RSQ value is ≥ 0.60 (60% or more). This means that the resulting twodimensional model can represent input data quite well.  Table 3.4 show consumer perceptions of the similarity of Lestari restaurant to other restaurants based on price attributes. The results showed that 95% of respondents thought that Lestari restaurants with Terapung restaurants were very similar than the other restaurants. From the overall results of the study, respondents did not have the same attitude and did not have a harmonious answer in assessing the similarity of Lestari restaurant to other restaurants based on price variables.

Positioning Map Based on Convenience
Consumer perceptions of the resemblance of Lestari restaurant to other restaurants based on convenience attributes, namely: The results showed that from all respondents there are only 20% thought that Lestari restaurant with Legian restaurants were very similar in terms of comfort attributes compared to other restaurants. From the overall results of the study, respondents did not have the same attitude and did not have a harmonious answer in assessing the similarity of sustainable eating houses with other restaurants based on comfort variables.

Positioning Map Based on Human Resource Services
Consumer perceptions of the similarity of sustainable restaurants with other restaurants based on Human Resource service attributes, namely:

Positioning Map Based on Taste
Consumer perceptions of the similarity of Lestari restaurant with other restaurants based on taste quality attributes, namely: From the result, it could be seen that 27% of respondents thought that Lestari restaurants and Legian restaurants were very similar in terms of taste quality attributes compared to other restaurants. From the overall results of the study, respondents did not have p-1412-3789 www.journalmabis.org e-2477-1783 107 the same attitude and did not have a harmonious answer in assessing the similarity of sustainable restaurant with other restaurants based on taste quality variables.

Positioning Map Based on Variant Menu
Consumer perceptions of the similarity of Lestari restaurants with other restaurants based on menu variant attributes, namely:

Location Based Positioning Maps
Consumer perceptions of the resemblance of Lestari restaurant to other restaurants based on location attributes, namely: The results of the study showed that 93% of respondents had an insight that Lestari restaurant with a restaurant owned by Bu. Lanny was quite similar in terms of location attributes compared to other restaurants. From the overall results of the study, respondents did not have the same attitude and did not have a harmonious answer in assessing the similarity of sustainable eating houses to other restaurants based on location variables.

Positioning Map of Product Attributes Based on Price
Based on Figure 3.1, the positioning map of the similarity of product on price attributes, shows that the sustainable restaurant with Wong Solo and Legian restaurant with Terapung (Taman Mangli Indah) is located adjacent. The distance of this pair is a result of consumers' perceptions that comparable restaurants have similarities to each other on price product attributes. Seen from the size of the scale of each dimension, that the more right, the number 1 dimension is greater (at the right end of the horizontal line). Figure 3.1 shows that the coordinates of Legian with Terapung (Taman Mangli Indah) (0.2771; 0.9942) are closest to the dimension number 0. The implication is that in the minds of consumers the product attributes are the most distinguishing for Lestari and Wong Solo compared to Legian, Terapung, and Bu Lanny.
On the scale of dimension 2 shows that the higher up, the numbers in dimension 2 are greater (at the top of the vertical line). Figure 3.1 shows that Legian with Terapung (Taman Mangli Indah) is in one quadrant where the coordinates of Legian with Terapung (Taman Mangli Indah) (0.9813; 0.6007) are closest to the largest dimension 2 (0.9) . The implication is that in the minds of consumers the product attributes are the most distinguishing for Legian and Terapung (Taman Mangli Indah) compared to Lestari, Wong Solo, and Bu. Lanny.
The more right the position of the coordinates is better, which means that the number of analysis results is the biggest and the most differentiating compared to other restaurants. Based on the above analysis, it is significant with the opinions of Santoso and Tjiptono, which are in dimension 1. The variable prices for sustainable restaurants show the Lestari and Wong Solo restaurants which are located at the far right. Likewise, by seeing dimension 2 shows that, Legian and Terapung (Taman Mangli Indah) whose coordinates are closest to the largest dimension 2 (0.9). Thus, Legian and Terapung restaurants (Taman Mangli Indah) have the most distinguishing factors in dimension 2 compared to other restaurants.
The results of the interview obtained from respondents showed that prices at sustainable restaurants tend to be competitive with Wong Solo restaurants whose analysis results are in dimension 1, as well as prices at Legian and Terapung restaurants (Taman Mangli Indah) tend to be similar in price and the results of the analysis are in dimension 2.

Positioning Map of Product Attributes Based on Convenience
Based on Figure 3.2 positioning map of the similarity of convenience product attributes, indicating that sustainable restaurants are on the neutral side where sustainable restaurants are located right on the 2-dimensional horizontal line between Bu Lanny's and Terapung restaurants. The adjacent positions of the three restaurants is a result of consumer perceptions that comparable restaurants have similarities to each other on comfort attributes.
Reviewing from the size of the scale of each dimension, the more right, the number 1 dimension is greater (at the right end of the horizontal line). Figure 3.2 shows that the coordinates of Wong Solo (1.4066) are closest to the largest dimension 1 (1.5). The implication is that in the minds of consumers the convenience attributes are the most distinguishing for Wong Solo compared to Lestari, Terapung, Legian and Bu. Lanny.
On the scale of dimension 2, the higher up the numbers in dimension 2 are greater (at the top of the vertical line). Figure 3.2 shows that Bu Lanny's coordinates (1.5959) are closest to the largest 2-dimension numbers (1.5). The implication is that in the minds of consumers the comfort attributes are the most distinguishing for Wong Solo restaurants and Bu. Lanny's compared to Lestari, Terapung, and Legian.
The more right the location of the coordinates is better, which means that the number of analysis results is the biggest and the most difference compared to other restaurants. Based on the analysis above, it is significant with the opinions of Santoso and Tjiptono, which are in dimension 1. The comfort variable indicates that the Wong Solo restaurant is located at the far right. Similarly, the second dimension indicates that, Bu. Lanny, whose coordinates are closest to the largest dimension 2 (1.5). In that way, Bu. Lanny's restaurant has the most distinguishing factors in dimension 2 compared to other restaurants.
The interview results showed up that the comfort of Wong Solo restaurant tends to be competitive or compete with other restaurants whose analysis results are in dimension 1, as well as the comfort of Bu. Lanny's restaurant whose results are in dimension 2.

Positioning Map of Product Attributes Based on Human Resource Service
Based on Figure 3.3, the positioning map of the similarity of HR service product attributes shows that Lestari restaurant is close to Wong Solo The distance of the adjacent position of this pair is a result of consumer perceptions that the comparable restaurants have similarities to each other on HR service product attributes.
Outlining from the size of the scale of each dimension, that the more right, the number 1 dimension is greater (at the right end of the horizontal line). On the scale of dimension 2 stated that the higher up, the numbers in dimension 2 are greater (at the top of the vertical line). Figure 3.3 shows that Legian restaurants (1.2237) are closest to the largest 2-dimension numbers (1.5). The implication is that in the minds of consumers the product attributes of HR services are the most distinguishing for Legian compared to Lestari, Terapung, Wong Solo, and Bu. Lanny.
The more right the location of the coordinates is better, which means that the number of analysis results is the biggest and the most differentiating compared to other restaurants. Based on the above analysis, it is significant with the opinions of Santoso and Tjiptono, which are in dimension 1. The variable of Lestari and Terapung restaurants' HR Services (Taman Mangli Indah) shows the coordinates are at the right. Similarly, the 2nd dimension indicates that, Legian whose coordinates are closest to the largest dimension 2 (1.5). Then, Legian restaurant has the most distinguishing factors in dimension 2 compared to other restaurants.
The interview results comes up with a conclusion that HR services at Lestari and p-1412-3789 www.journalmabis.org e-2477-1783 111 Terapung restaurants (Taman Mangli Indah) tended to be competitive with the results of analysis in the 1st dimension, as well as comfort in Legian restaurants whose results were in dimension 2.

Positioning Map of Product Attributes Based on Taste
According to Figure 3.4 The positioning map of the similarity of product attributes of taste quality, it indicates that Terapung restaurants (Taman Mangli Indah) with Legian are located close together. The proximity of the adjacent position of this pair is a result of consumer perceptions that the comparable restaurants have similarities to each other in the product attributes of taste quality.
Viewing from the size of the scale of each dimension, that the more right, the number 1 dimension is greater (at the right end of the horizontal line). Figure 3.4 shows that the coordinates of Terapung (Taman Mangli Indah) and Legian restaurants (1.3783; 0.8515) are closest to the dimensions of 1.5. The implication is that in the minds of consumers the product attributes of taste quality are the most distinguishing for Terapung (Taman Mangli Indah) and Legian compared to Lestari, Wong Solo, and Bu. Lanny.
On the scale of dimension 2 indicates that the higher up, the numbers in dimension 2 are greater (at the top of the vertical line). Figure 3.4 shows that Lestari restaurant (1.2292) is closest to the largest dimension 2 (1.5). The implication is that in the minds of consumers the product attributes of taste quality are the most distinguishing for Lestari compared to Legian, Terapung, Wong Solo, and Bu. Lanny.
The more right the location of the coordinates is better, which means that the number of analysis results is the biggest and the most differentiating compared to other restaurants. Based on the above analysis, it is significant with the opinions of Santoso and Tjiptono, which are in dimension 1. On the quality variables, the taste of Terapung restaurant (Taman Mangli Indah) and Legian shows are located at the right of the scale. Likewise, the second dimension implies that, Lestari restaurant whose coordinates is closest to the largest dimension 2 (1.5). That way, Lestari restaurant have the most differentiating factors in dimension 2 compared to other restaurants.
From the interview to the respondents, it shows that the quality of taste at Terapung restaurant (Taman Mangli Indah) tends to be competitive with Legian restaurant whose analysis results is in dimension 1, as well as the quality of taste in Lestari restaurant tend to be similar in quality the taste and results of the analysis are in dimension 2.

Positioning Map of Product Attributes Based on Variant Menu
Looking from Figure 3.5 the positioning map of the similarity of product variants of menu items, shows that Bu. Lanny's restaurant with Wong Solo is located close together. The proximity of the adjacent positions of this pair is a result of consumer perceptions that comparable restaurants have similarities to each other on menu variant product attributes.
Concluding from the size of the scale of each dimension, the more right, the number 1 dimension is greater (at the right end of the horizontal line). Figure 3.5 shows that the coordinates of Bu. Lanny with Wong Solo (1.3818; 0.6519) are closest to the dimensions of 1.5. The implication is, in the minds of consumers the product attributes of the menu variants are the most distinguishing for Bu. Lanny and Wong Solo compared to Lestari, Terapung, and Legian.
On the scale of dimension 2 that the higher up, the numbers in dimension 2 are greater (at the top of the vertical line). Figure 3.5 shows that Legian restaurants (1.4450) are closest to the largest 2-dimension numbers (1.5). The implication is that in the minds of consumers the product attributes of the menu variants are the most distinguishing for Legian compared to Legian, Terapung, Wong Solo, and Bu. Lanny.
The more right the location of the coordinates is better, which means that the number of p-1412-3789 www.journalmabis.org e-2477-1783 112 analysis results is the biggest and the most differentiating compared to other restaurants. Based on the above analysis, it is significant with the opinions of Santoso and Tjiptono, which are in dimension 1. In the variant variables, the menu of Bu Lanny and Wong Solo restaurants shows the restaurant Bu Lanny and Wong Solo at the far right. Besides, the second dimension indicates that, the Legian restaurant whose coordinates are closest to the largest dimension 2 (1.5). Thus, Legian restaurant has the most distinguishing factors in dimension 2 compared to other restaurants.
The interview results collected from respondents indicates that the menu variants in the restaurant Bu. Lanny tended to be competitive or compete with Wong Solo restaurant. The analysis results were in dimension 1, as well as menu variants at Legian restaurants tending to resemble menu variants and the analysis results were dimension 2.

Positioning Map of Product Attributes Based on Variant Menu
In accordance to Figure 3.6 The positioning map of the location of product attributes, shows that Lestari restaurant with coordinates (1.4675). The proximity of the adjacent positions of this pair is a result of consumer perceptions that comparable restaurants have similarities to each other in location product attributes.
Evaluating from the size of the scale of each dimension, that the more right, the number 1 dimension is greater (at the right end of the horizontal line). Figure 3.6 shows that Lestari coordinates are closest to the 1.5-dimension number. The implication is that in the minds of consumers the location of product attributes is the most distinguishing for Lestari compared to Wong Solo, Terapung, Legian and Bu. Lanny.
On the scale of dimension 2 that the higher up, the numbers in dimension 2 are greater (at the top of the vertical line). Figure 3.6 shows that the Wong Solo restaurant (1,1108) is closest to the largest 2 dimensions (1.5). The implication is that in the minds of consumers the location of product attributes is the most distinguishing for Legian compared to Terapung, Lestari, and Bu. Lanny.
When the location of the coordinates is on the right it shows better condition, which means that the number of analysis results is the biggest and the most differentiating compared to other restaurants. Based on the above analysis results are significant with the opinion of Santoso and Tjiptono, which is in dimension 1. The Lestari restaurant location variable shows the location of the coordinates at the right. Likewise, the second dimension shows that, the Wong Solo restaurant whose coordinates are closest to the largest dimension 2 (1.5). That way Wong Solo restaurant has the most distinguishing factors in dimension 2 compared to other restaurants.
Interview result get from respondents showed that locations in Lestari restaurant tended to be competitive or compete with other restaurants whose analysis results were in dimension 1, as well as the location in Wong Solo's restaurant, which tends to be similar in location and analysis results in dimension 2.

Positioning of "Lestari" Restaurants with Other Restaurants Based on Product Attributes
The results of the analysis and discussion of the competitiveness of Lestari restaurant with other restaurants using MDS are presented briefly to obtain a comprehensive picture of the competitiveness map, shown in table 4.14 below:   Table 3.10 can be seen about the competition of Sustainable Restaurants, including: a. Positioning Quadrant Consumers perceive that there are similarities between Lestari restaurant and Wong Solo restaurants, which are based on product attributes in the form of prices and human resources. This is because the Lestari restaurant is always a quadrant with a Wong Solo restaurant. In other words, consumers perceive that there are differences in product attributes (price and HR services) between other restaurants (Terapung, Legian, and Bu. Lanny).

b. Positioning Dimensions I and Dimensions II
In the opinion of consumers, the biggest difference lies in Lestari and Legian restaurants. Therefore, it can be said that Lestari restaurant with Legian does not have a direct competitor, once competing with other restaurants, but the competition is indirect competition. Lestari and Legian have clear and unique differentiation, and one of the goals of differentiation is to reduce the level of competition with other brands. The attributes that can best distinguish Lestari from other restaurants are on their products, HR services, taste quality, and location. The attributes that can best distinguish Legian from other restaurants are at prices, HR services, and menu variants. Consumers who can distinguish between Lestari and Legian restaurants with other restaurants can also be seen from the highest proportion of respondents, namely Students with ages ranging from 17-25 years, and most often try new foods or culinary, because these restaurants offer prices that are quite accessible for students / students and place facilities that are packaged in such a way that makes the students or students comfortable when in place.
The restaurant service company in differentiating to determine its position must see its job to convert an undifferentiated product into a differentiated offering. One thing should be noted is not all characteristics are the difference. Each difference has the potential to create costs for the company as well as benefits for consumers, so companies must be careful in choosing ways to distinguish themselves from competitors. A difference should be made if it meets the criteria of competitive advantage that is important, unique or distinctive, superior, easy to communicate.

Conclusion
Based on the analysis and discussion of the results of the study, conclusions can be drawn as follows: Product attribute-based in positioning maps as a basis for knowing the competitiveness of Lestari restaurant in the city of Jember are known to have different positions. The position of Lestari is strongly influenced by consumer perceptions of each brand. The results of the consistency and similarity tests of respondents' attitudes also showed that respondents did not p-1412-3789 www.journalmabis.org e-2477-1783 114 have the same attitude in assessing the similarity of a restaurant.
The result of positioning map shows that Lestari restaurant is the closest competitor or direct competitor of a Terapung restaurant, Wong Solo and Bu. Lanny does not have a strong or clear positioning, because it does not have many similarities and does not have much difference with the house another meal in the minds of consumers. Lestari and Legian restaurants do not have direct competitors because they have the biggest difference or clear and unique differentiation. So, Lestari restaurant in Jember Regency have strong competitiveness in the market, where the strength of this competitiveness comes from product attributes, namely the quality of taste and menu variants.