PENGARUH HARGA, PROMOSI, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DAN IMPLIKASINAYA TERHADAP LOYALITAS PELANGGAN ( STUDI KASUS PADA PT. REED EXHIBITION

SIBUEA, SORTA (2014) PENGARUH HARGA, PROMOSI, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DAN IMPLIKASINAYA TERHADAP LOYALITAS PELANGGAN ( STUDI KASUS PADA PT. REED EXHIBITION. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga, promosi, dan lokasi terhadap keputusan pembelian dan implikasinya terhadap loyalitas pelanggan. PT Reed Exhibitions diambil sebagai studi kasus. Penelitian ini merupakan penelitian kuantitatif dan eksplanatif dimana metode penelitian dilakukan dengan menggunakan analisis dua jalur. Data sekunder diperoleh dari berbagai sumber seperti jurnal, dan buku. Data primer diperoleh langsung dari perusahaan dan dengan menggunakan kuesioner. Dengan menggunakan teknik accidental sampling sebanyak 70 customer. Data kuisioner diperiksa menggunakan analisis statistic dengan menggunakan SPSS versi 20. Dari hasil statistik, pengaruh paling besar diperlihatkan pada variabel harga pada dimensi kesesuaian harga dan jangka waktu pembayaran dan variabel promosi pada dimensi iklan dan penjualan sales. Pada variabel harga perusahaan disarankan agar dapat meninjau kembali harga yang ditetapkan dengan layanan fasilitas yang diberikan kepada customer dan mengubah system pembayaran dimuka( down payment ) yang selama ini dijalankan. Pada variabel promosi terdapat dua dimensi yang paling kuat mempengaruhi keputusan pembelian dan loyalitas pelanggan yaitu dimensi iklan dan sales penjualan. Sehingga perusahaan disarankan mengubah strategi yang awalnya lebih banyak menggunakan brosur atau spanduk dan word of mounth melalui system barter dengan majalah-majalah dengan mulai melakukan promosi melalui media televisi yang memiliki segmentation, targeting, and positioning (STP) yang khsusus menyampaikan informasi terkini (up to date ) serta melakukan training dan pelatihan yang berguna dalam meningkatkan services acknowledge para sales. Kata kunci: harga, produk, lokasi, keputusan pembelian dan loyalitas pelanggan. This research aimed at analyzing the influence of the price, promotion, and the location on the decision of the buying process and his implications towards the customer's loyalty. PT Reed Exhibitions was taken as the case study. This research was the quantitative research and explanative where the research method was carried out with used analyze two routes. The secondary data was received from various sources like the journal, and the book. The primary data was received directly from the company and using the questionnaire. By using the accidental sampling technique with totaling 70 customers. The data questionnaire was checked used the analysis statistic by using SPSS version 20. From results of statistics, the influence was biggest it was showed to the price variable in the dimension of price compatibility and the payment period and the promotion variable in the dimension of the advertisement and the salesman directly. To the price variable of the company was suggested in order to be able to review the price that was determined with the facilities service that was given to customer and changed the payment system in front (down payment) that until now was undertaken. To the promotion variable was gotten by two strongest dimensions influenced the decision of the purchase and the customer's loyalty that is the dimension of the advertisement and sales. So as the company it was suggested changed the strategy that initially more often used the brochure or the banner and word of mouth through system barter with magazines by beginning to carry out the promotion through the television media that had segmentation, targeting, and positioning (STP) that specially sent up to date information and also do the training that was useful to increase the services acknowledge of the salesman. Keywords : price, promotion, location, buying process, and customer’s loyalty.

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