FAKTOR FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN PRODUK HOLLAND BAKERY (Studi Kasus pada Konsumen Hollan Bakery Jatinegara)

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 .

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