HARIYANTO, HARIYANTO (2011) FAKTOR FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN PRODUK HOLLAND BAKERY (Studi Kasus pada Konsumen Hollan Bakery Jatinegara). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
T his study analyzes the factors do influence consum ers in deciding w hich p ro d u c t p u rc h a se s H o lla n d B a k e ry . T h e re sults o f th is stu d y u sin g v a ria ble s su c h a s P r o d u c t , P r i c e , P l a c e , P r o m o t i o n a n d B r a n d I m a g e . T h e a n a l y si s m e t h o d u s e d i s R egression and C orrel a tio n A n a ly sis . T h e p o p u la tio n o f b u y e rs d u r in g th e s e c o n d m o n th 9 8 7 9 . R e s p o n d e n ts w e r e s ele cte d th r o u g h a s a m p lin g of 1 0 0 b u y e r s . R etr iev a l m e th o d is s im p le r a n d o m s a m p lin g r a n d o m . T h e r e s u lts w o u ld e x p lain th e e xis te n c e of a n y v ar ia b le s th a t h a ve a p o sitiv e a n d s i g n i fi c a n t . S o t h a t i s k n o w n o f t h e f iv e i n d e p e n d e n t v a r i a b l e s ( P r o d u c t , P r i c e , P l a c e , P r o m o t i o n a n d B r a n d I m a g e ) h a s a p o si ti v e a n d s i g n i fi c a n t if d o n e p a rt i a ll y , w h ile n o t sim u lta ne o u sly . T h e re a re tw o v a ria ble s th at h a v e a p o sitive e ffe ct b u t n o t s ig n ific a nt a n d th at is th e v a ria b le P ric e a n d B r a n d Im a g e . T h e r e la tio n s h ip b e tw e e n th e v a ria b le s w ill be ta k e n in to c o n s id er a tio n in m a k in g im p ro v e m e n ts by th e c o m p a n y m a n a g e m e n t. T h e re is a stro n g re latio nsh ip b etw een th e d im en sio n in the p ro m o tio n o f th e o verall dim en sio n s va ria b le p urch a se d e c i s i o n . S o w h e n t h i s p r o m o ti o n a l s t r a t e g y t h r o u g h d is c o u n t s , i n f o r m a t i o n t h r o u g h b r o c h u r e s a n d p o s ter s a n d th e im p r o v e m e n t o f s e r vic e ex c e lle n c e h as a s ig nific a n t c o n tr ib utio n fr o m th e a ttitu d e o f d ec id in g to b u y p ro d u cts h olla n d b a k ery . K e y w o r d s : P r o d u c t , P r i c e , P l a c e , P r o m o ti o n a n d B r a n d I m a g e , S i m p l e R e g r e s s i o n , M u ltip le R e g re s s io n a n d c o e fficie n t of d e ter m in a tio n , P a rtial, S im u lta n e o u s . S tu d i ini m ela k u k a n A n a lis is fa kto r - faktor yang m em pengaruhi konsum en d a la m m e m utu s k a n p e m b elia n p ro d u k H olland B akery . H a sil p e n elitia n in i m e n g g u n a k a n v a ria b e l s e p erti P ro d u k , H a r g a , T e m p a t , P r o m o s i d a n C i t ra M e r e k . A d a p u n m e t o d e a n a li s a y a n g d i p e r g u n a k a n a d a l a h A n a li s a R e g r e s i d a n K o r e l a s i . Ada p u n ju m la h p o p u las i p em b e li se lam a 2 b ula n te rs e b ut 9 . 8 7 9 . R e sp o n de n y a n g d ip ilih m ela lui s am p lin g s e b a n y a k 1 0 0 p e m b eli. M e to d e p e n ga m bila n sa m p lin gnya a d a la h sim p le ra n d o m a c a k . H a s il p e n e litia n a k a n m e n jela s k a n a d a n y a v aria b el - variabel apa saja yang m e m p u n y ai p e n g a ru h p o s itif d a n s ig n ifik a n . S e hin g g a d ik eta h u i d a ri 5 v a ria be l in d e p e n d e n (P ro d u k , H a rg a , T e m pa t, P rom o s i d a n C itra M ere k ) m e m p u n ya i p e n g a ru h p o s itif d a n s ig nifik a n jik a d ila k u k a n s e c ara p a rsia l, s e d a n g ka n tid a k s e ca ra s im ulta n . T erd a p a t 2 v a ria b e l y a n g m e m p u n y ai p e n g a ru h p o s itif d a n te ta pi tid a k s ig n ifik a n y aitu p a d a v aria be l H a rg a d a n C itra M e re k . H u b u n g a n a n ta ra va ria b e l a k a n m e n ja di b a h a n pe rtim b a n ga n d a la m m e la k u k a n p e rb aik a n o le h m a na jem e n p e rus a h a a n . T erd a p a t h u b u n g a n y a n g k ua t ant a ra d im e n s i p a d a v a ria b e l p rom o si te rh a d a p k e s elu ru h a n d im e n si k e p u tu s a n p e m b e lia n . S e h in g g a s a a t in i s tra te gi p ro m os i m e lalu i p oto n g a n h a rga , in form as i m elalui brosur dan poster dan pem benahan terhadap layanan yang prim a telah m e m iliki k o n trib u si y a n g b e r a rti d a ri sik a p m e m utu sk a n m e m b eli p ro d u k h o lland bakery. K ata K u n ci : P ro d u k , H a rg a , T em p a t, P ro m o si d a n C itra M e re k , S im ple R e g re si, M u ltip le R e g res i d a n K o e fis ie n d e term ina s i, P ars ial, S im u lta n .
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-11-049 |
| NIM/NIDN Creators: | 55109120007 |
| Uncontrolled Keywords: | Product, Price, Place, Promotion and Brand Image, Simple regression,Multiple Regression and coefficient of determination , Partial, Simultaneous, 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: | ORYZA LUVITA |
| Date Deposited: | 09 May 2022 04:21 |
| Last Modified: | 13 Jul 2022 06:49 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60815 |
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