THE IDENTIFICATION OF DOMINANT FACTORS OF PEOPLE CHOOSING FOREIGN GAS STATION IN JAKARTA

Abstract

The topic of this research is to find the dominant factor why people choosing foreign gas station while local state gas station is still dominated the market in Indonesia. The aim of this research is to make Pertamina (local state enterprise) to have better performance, Pertamina can analyze their weakness by looking the strength of foreign gas station which makes people choose them. This research is construct by Mckinsey 7s framework as a theory that conduct the questionnaire. This research is use quntitative methodology, with questionnaire (Likert scale) as a data collection tool. For analyzing the data, the researcher use factor analysis to determine the dominant factor and help by SPSS. As the result, the researcher found there are 4 new dominant factor, as follows: staff trait and characteristic, facility availability, product quality, and exterior design. The recommendation for Pertamina is try to analyze their weakness and find the threat from the competitors with take a look the dominant factor that affecting people choose foreign gas station, and after that try to improve their performance.