Rahadi, Enrico (2014) Pengaruh Produk, Persepsi Harga, Lokasi dan Promosi Terhadap Keinginan Masyarakat Unutk Membeli Produk Sanitasi Di Kabupaten Sumedang. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze the effect of product, price perception, place and promotion (marketing mix) on community purchase intention of sanitary facilities. The concepts of marketing mix and purchase intention were taken from various sources. Both primary and secondary data were employed. Secondary data were taken from journals, books and toolkits published by World Bank. Primary data were taken using questionnaire distributed to the respondents living in three villages (Cimanggung, Sindanggalih and Pasirnanjung) of Kabupaten Sumedang. Using purposive sampling method, a total sample of 149 respondents were gathered. Data were analyzed using various tests such as validity, reliability, and classic assumption. Using multiple linear regression analysis the results show that only price perception variable of marketing mix which partially has significant impact in increasing community buying intention on sanitation facilities. But in other hand, the resulted linier regression equation also shows that in order to increase community buying intention, all marketing mix variable should be implemented simultaneously and proportionally to result an effective market development. It is suggested that there is cooperation between sanitation entrepreneur with third-party in financing the sanitary products as well as the modification of promotion method are keys to enhance that people's buying intention on sanitation facilities in Kabupaten Sumedang. Keywords: sanitation marketing, sanitary product financing, method of promotion. Penelitian ini bertujuan untuk menganalisis pengaruh produk, persepsi harga, lokasi dan promosi (bauran pemasaran) terhadap minat beli masyarakat terhadap fasilitas sanitasi. Konsep bauran pemasaran dan minat beli diambil dari berbagai sumber. Pengkajian terhadap data primer maupun data sekunder dilakukan dalam penelitian ini. Data sekunder diambil dari berbagai jurnal, buku dan toolkit yang diterbitkan oleh Bank Dunia. Data primer diambil dengan menggunakan kuesioner yang disebarkan kepada responden yang tinggal di tiga desa (Cimanggung, Sindanggalih dan Pasirnanjung) di Kabupaten Sumedang. Dengan menggunakan metode purposive sampling, jumlah sampel 149 responden berhasil dikumpulkan. Data dianalisis dengan menggunakan berbagai pengujian seperti uji validitas, uji reliabilitas, dan uji asumsi klasik. Hasil analisis regresi linier berganda terhadap data primer yang dikumpulkan menunjukkan bahwa hanya variabel persepsi harga dari bauran pemasaran yang secara parsial memiliki dampak yang signifikan dalam meningkatkan keinginan masyarakat untuk membeli fasilitas sanitasi. Namun di sisi lain, persamaan regresi linier juga menunjukkan bahwa dalam rangka meningkatkan keinginan membeli masyarakat, semua variabel bauran pemasaran harus dilaksanakan secara simultan dan harus dilakukan secara proporsional untuk menghasilkan pemasaran yang efektif. Disarankan adanya kerja sama antara wirausahawan sanitasi dengan pihak ketiga dalam pembiayaan produk sanitasi serta modifikasi metode promosi yang menjadi kunci dalam peningkatan keinginan masyarakat untuk membeli fasilitas sanitasi di Kabupaten Sumedang. Kata kunci: pemasaran sanitasi, pembiayaan produk sanitasi, metode promosi.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-14-175 |
| Call Number: | TM/51/14/168 |
| NIM/NIDN Creators: | 55112110146 |
| Uncontrolled Keywords: | Pemasaran Sanitasi, Pembiayaan Produk Sanitasi, Metode Promosi, 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: | 09 Feb 2015 14:53 |
| Last Modified: | 09 Jul 2022 04:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13838 |
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