ANALISIS KERAGAMAN MENU, PERSEPSI CITA RASA, DAN BUDAYA TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN PADANG SEDERHANA MERUYA ILIR (Studi Kasus Pada Mahasiswa Universitas Mercu Buana)

MONICA, RISA (2018) ANALISIS KERAGAMAN MENU, PERSEPSI CITA RASA, DAN BUDAYA TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN PADANG SEDERHANA MERUYA ILIR (Studi Kasus Pada Mahasiswa Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identy analysis of menu diversity, taste perceptions and culture against the purchase decision at the Padang Sederhana Restaurant Meruya Ilir. Respondents in this research are students of Mercu Buana University. This research was conducted on 115 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The results of this study indicate that the t test the diversity of the menu, taste significant effect on purchasing decision and culture significant effect on purchasing decision. Based on the result of research, it is suggested for the businessman of Padang Sederhana Restaurant Meruya Ilir, it is better to maintain and increase the innovation of menu variation, taste and culture so that the visitor can decide the food choice according to taste, desire and consumer appeal in buying Padang Sederhana Restaurant Meruya Ilir . Keyword: Menu Diversity, taste, culture, buying decision Penelitian ini untuk mengetahui analisis keragaman menu, persepsi cita rasa dan budaya terhadap keputusan pembelian di Restoran Padang Sederhana MeruyaIlir. Responden pada penelitian ini adalah mahasiswa Universitas Mercu Buana. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis statistic dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa secara uji t keragaman menu, cita rasa berpengaruh signifikan terhadap keputusan pembelian dan budaya berpengaruh signifikan terhadap keputusan pembelian. Berdasarkan hasil penelitian, disarankan bagi para pelaku bisnis Restoran Padang Sederhana Meruya Ilir, sebaiknya mempertahankan dan meningkatkan inovasi variasi menu, cita rasa dan budaya agar pengunjung dapat menentukan pilihan makanan sesuai selera, keinginan dan daya tarik konsumen dalam melakukan pembelian pada Restoran Padang Sederhana Meruya Ilir. Kata Kunci:Keragaman Menu, Cita Rasa, Budaya, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 565
NIM: 43114010048
Uncontrolled Keywords: Keragaman Menu, Cita Rasa, Budaya, Keputusan Pembelian
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: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 14 Nov 2018 02:22
Last Modified: 09 Jan 2019 08:37
URI: http://repository.mercubuana.ac.id/id/eprint/45575

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