WIBOWO, KOMARA (2009) ANALISIS BAURAN PEMASARAN DAN KUALITAS JASA TERHADAP KEPUTUSAN PEMBELIAN WOODEN FURNITURE. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The competition in furniture product has been very tough in Indonesia. This can bee seen from the number of product furniture that come from America, Europe and especially furniture from China. Because of the increasing competition to catch the consumer that the company was prosecuted could implement this situation by learning the behaviour of the consumer became an obligation for the company to be able to make the suitable policy of marketing. This thesis aimed to analyze the extent of the marketing mix and the service quality on the purchase decision in the wooden furniture of PT. Saniharto Enggalhardjo Jakarta. This research method is a descriptive analysis and causal relationship by using the SPSS software, whereas for the taking technique of the sample by Judgmental Sampling. The taking of the sample was carried out by giving the questionnaire with 100 numbers of respondents. Simultaneously the variable of the marketing mix that consisted of product (X1), price (X2), promotion (X3), place (X4) and service quality (X5), had the influence that was significant towards the purchase decision in the wooden furniture. From the data results analysis by using SPSS linear multiplied regression on the independent variables against the dependent variable was found value of 56,508 values of sig F = 0,000 means it is smaller than 0,05, value of is 2.23. Therefore > then Ho was refused, it means to be concluded that all of the independent variable simultaneously had significant against the dependent variable. The regression model that was received in this research is Y = 0.421 X1 + 0,284 X2 – 0,40 X3 – 0,116 X4 + 0,302 X5. From this regression analysis the variables promotion and the place were not influential strong towards the purchase decision but was the indispensable condition that must be filled by the company as good image of the company and as the suggestion in the following research. Persaingan dalam produk furniture semakin ketat di Indonesia. Hal ini dapat dilihat dari jumlah produk furniture yang berasal dari Amerika, Eropa dan khususnya furniture dari Cina. Karena kondisi persaingan untuk menjaring konsumen semakin ketat perusahaan dituntut dapat menerapakan situasi tersebut dimana mengetahui perilaku konsumen menjadi suatu keharusan bagi perusahaan agar dapat membuat kebijaksanaan pemasaran yang tepat. Tesis ini bertujuan untuk menganalisa tingkat bauran pemasaran dan kualitas jasa terhadap keputusan pembelian wooden furnirure PT. Saniharto Enggalhardjo Jakarta. Metode penelitian ini bersifat deskriptif analitis dan hubungan kausal dengan menggunakan program SPSS, sedangkan untuk teknik pengambilan sampel dengan Judgmental Sampling. Pengambilan sampel dilakukan dengan cara memberikan kuesioner. Dengan jumlah sampel sebanyak 100 responden. Secara simultan variabel bauran pemasaran yang terdiri dari produk (X1), harga (X2), promosi (X3), tempat (X4), dan variabel kualitas jasa (X5), memiliki pengaruh yang signifikan terhadap keputusan pembelian wooden furniture. Dari hasil analisis data dengan menggunakan SPSS regresi linear berganda terhadap variabel-variabel bebas terhadap variabel terikat diperoleh nilai sebesar 56.508 nilai sig dari F tersebut = 0.000 yang berarti lebih kecil dari 0.05, nilai 2.32. Oleh karena itu > dengan demikian Ho ditolak sehingga dapat disimpulkan bahwa seluruh variabel bebas secara simultan memiliki pengaruh yang signifikan terhadap variabel terikat. Model persamaan regresi dalam penelitian ini adalah Y = 0.421X1 + 0.284 X2 – 0.40 X3 – 0.116 X4 + 0.302 X5. Dari analisa regresi ini variabel promosi dan tempat tidak berpengaruh secara signifikan terhadap keputusan pembelian tetapi merupakan syarat yang mutlak yang harus dipenuhi oleh perusahaan sebagai pencitraan perusahaan dan merupakan saran pada penelitian berikutnya.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-09-086 |
| Call Number: | TM/10/078 |
| NIM/NIDN Creators: | 55106120151 |
| Uncontrolled Keywords: | MANAJEMEN JASA, mps, maanjemen 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: | 15 Feb 2010 13:59 |
| Last Modified: | 13 Jul 2022 06:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/26829 |
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