MODEL PENINGKATAN KEPUASAN PEMBELI IKAN KONSUMSI AIR TAWAR DI PASAR HYGIENIES TERNATE

TIFARANI, TIFARANI (2018) MODEL PENINGKATAN KEPUASAN PEMBELI IKAN KONSUMSI AIR TAWAR DI PASAR HYGIENIES TERNATE. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

North Maluku province is in 4th position of fish consumption in Indonesia but it doesn’t align with increasing at fish supply. Ternate is a region that has huge potential resource at sea and has land fish cultivation, currently fish cultivation has business voluptuous but unfortunately only 2 kind of fish that has been sell at hygienes market and it came from other region not from north Maluku Province or ternate. Objective of these research to understand,analyze and test partially correlation between availability of fish, fish freshness quality and valued perception customer to purchased decision and purchased decision with customer satisfaction of fresh land fish. Population of these research was all ternate citizen that already consumed land fish and already purchased twice, sampling method used purposive sampling with amount of sample 125 respondent and analyze with SEM by AMOS program. These research show that availability of fish has positive impact and significant with purchased decision, fish freshness quality has positive impact but not significant with purchased decision, consumer perception valued has positive impact and significant with purchased decision and purchased decision has positive impact with customer satisfaction or fresh land fish. Keyword : availability, freshness quality, valued perception, purchased decision, satisfaction. Maluku Utara merupakan daerah tertinggi urutan ke 4 se Indonesia untuk angka konsumsi ikan tetapi tidak diikuti adanya pertumbuhan peningkatan penyediaan ikan. Ternate salah satu kota di Maluku Utara kaya potensi sumberdaya laut dan juga memiliki perikanan budidaya ikan air tawar, saat ini usaha budidaya merupakan usaha yang menggiurkan tetapi sangat disayangkan pembeli hanya mendapati 2 jenis ikan konsumsi air tawar yang dijual pedagang di Pasar Hygienes itupun berasal dari daerah lain, bukan dari Provinsi Maluku Utara ataupun dari Ternate sendiri. Tujuan penelitian ini adalah untuk mengetahui, menganalisis dan menguji secara parsial hubungan antara ketersediaan ikan, kualitas kesegaran ikan terhadap keputusan pembelian, dan keputusan pembelian terhadap kepuasan pembeli ikan konsumsi air tawar. Teknik pengambilan sampel dalam penelitian ini menggunakan metode teknik Purposive Sampling, populasinya adalah seluruh masyarakat kota Ternate yang pernah mengkonsumsi ikan air tawar dan telah melakukan pembelian lebih dari 2 kali, sampel berjumlah 125 responden. Analisis yang digunakan adalah SEM program AMOS. Hasil nya adalah ketersediaan produk berpengaruh positif signifikan terhadap keputusan pembelian, kualitas kesegaran memiliki pengaruh positif tidak signifikan terhadap keputusan pembelian, persepsi nilai berpengaruh positif signifikan terhadap keputusan pembelian dan keputusan pembelian berpengaruh positif signifikan terhadap kepuasan pembeli ikan konsumsi air tawar. Kata kunci : ketersediaan, kualitas kesegaran, persepsi nilai, keputusan pembelian, kepuasan

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 070
NIM: 55116110101
Uncontrolled Keywords: ketersediaan, kualitas kesegaran, persepsi nilai, keputusan pembelian, kepuasan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 26 Oct 2018 01:59
Last Modified: 07 Nov 2018 02:22
URI: http://repository.mercubuana.ac.id/id/eprint/45221

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