Wanto, Ferani (2014) Pengaruh Geografis, Promosi dan Perilaku Konsumen Terhadap Kondisi Penjualan Intra Buana Tour And Travel. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze impact of geographic location, promotion, and consumer behavior on the conditions of sale. Intra Buana Tour and Travel was taken as a case study. The method used multiple regression linear analysis with the classical assumption test with method sampling 64 respondents. The results show that only a significant promotion effect to the Conditions of Sale position Intra Buana Tour and Travel, that the highest of the conditions of sale is Promotion which determined by dimension exhibition. Moreover, the second is geographic variable and consumer behavior does not affect the sales conditions Intra Buana. It is concluded consumers were influenced much the promotion strategies employed by the company. It is suggested that the management need to improve the existing campaign certainly in creative and innovative ways to attract the attention of consumers. Keywords: Geographical, Promotion, Consumer Behavior, Conditions of Sale. Penelitian ini bertujuan untuk menganalisis dampak dari lokasi geografis, promosi, dan perilaku konsumen terhadap kondisi penjualan. Intra Buana Tour and Travel diambil sebagai studi kasus. Metode yang digunakan adalah teknik analisis multiple analisis regresi linier dengan uji asumsi klasik dengan metode sampling 64 responden. Hasil penelitian bahwa hanya efek promosi yang signifikan terhadap posisi kondisi penjualan Intra Buana Tour and Travel, yang tertinggi dari kondisi penjualan adalah Promosi yang ditentukan oleh dimensi pameran. Selain itu, yang kedua adalah geografis dan konsumen perilaku tidak mempengaruhi kondisi penjualan Intra Buana. Hal ini disimpulkan konsumen dipengaruhi banyak strategi promosi yang digunakan oleh perusahaan. Disarankan bahwa manajemen perlu meningkatkan promosi yang ada tentu dengan cara yang kreatif dan inovatif untuk menarik perhatian konsumen. Kata kunci: Geografis, Promosi, Prilaku Konsumen, Kondisi Penjualan.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-14-044 |
| Call Number: | TM/51/14/211 |
| NIM/NIDN Creators: | 55111120082 |
| Uncontrolled Keywords: | Geografis, Promosi, Prilaku Konsumen, Kondisi Penjualan,Geographical, Promotion, Consumer Behavior, Conditions of Sale, MPS, Manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 05 Feb 2015 15:31 |
| Last Modified: | 29 Jun 2022 03:07 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13805 |
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