PENGARUH 4-P TERHADAP KEPUTUSAN PEMBELIAN DI SWALAYAN ALFAMART PERDATAM

AMRINAL, YUDI (2008) PENGARUH 4-P TERHADAP KEPUTUSAN PEMBELIAN DI SWALAYAN ALFAMART PERDATAM. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Demi tercapainya pertumbuhan ekonomi nasional yang tinggi, maka pasar sangat berpengaruh, sehingga peran pelanggan sangat penting, dan harus memiliki keunggulan tertentu untuk menghadapi pesaing dengan pelayanan dan kepuasan pelanggan. Penelitian ini bertujuan untuk 1) Untuk menganalisis pengaruh variabel produk, harga, distribusi, dan promosi terhadap keputusan berbelanja di Swalayan Alfamart Perdatam, 2) Untuk menganalisis manakah dari variabel produk, harga, distribusi dan promosi, berpengaruh secara dominan terhadap keputusan pelanggan berbelanja di Swalayan Alfamart Perdatam Penelitian ini menggunakan pendekatan penelitian penjelasan (explanatory research) dengan metode survei. Variabel bebas adalah Bauran pemasaran (X), yang meliputi : X1 : Produk, X2 : Harga, X3 : Distribusi, X4 : Promosi. Variabel terikat adalah Keputusan Pembelian (Y). Sampel diambil dari Populasi dengan teknik accidental sampling. Teknik pengumpulan data dilakukan melalui teknik Angket / Kuesioner, Wawancara dan observasi, Yang terdiri dari data primer dan data sekunder. Selanjutnya data dianalisis secara kuantitatif, yaitu dengan menggunakan model statistik dalam program komputer ( SPSS ), dengan teknik analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: a) Ada hubungan yang nyata (significan) antara variabel produk, harga, distribusi, dan promosi dengan variabel keputusan pembelian di Swalayan Alfamart Perdatam; b) Variabel produk, harga, distribusi, dan promosi secara bersama-sama berpengaruh terhadap keputusan pembelian di Swalayan Alfamart Perdatam; c) Variabel produk, merupakan variabel yang dominan berpengaruh terhadap keputusan pembelian di Swalayan Alfamart Perdatam. Kesimpulan dan saran dari penelitian ini adalah variabel produk, merupakan variabel yang dominan berpengaruh terhadap keputusan pembelian di Swalayan Alfamart Perdatam. Karena faktor yang paling berpengaruh adalah produk, maka disarankan dengan penetapan dan pemilihan produk, baik dengan tujuan pendapatan maksimum atau pertumbuhan penjualan makasimum akan mendorong pertumbuhan dan perkembangan swalayan yang lebih tinggi. Influence Of 4-P To Shopping Decision at Self-service Alfamart Perdatam To achieve a high national economic growth, market is highly influential. Therefore, the role of customer is equally significant. Also require to have certain quality to be able to encounter competitors with service and customers satisfaction. This research aim to 1) analyze influence of product, price, distribution, and promotion variable to shopping decision at Self-service of Alfamart Perdatam 2) To analyze which variable from product, price, promotion and distribution variable, having an effect on dominantly to customer decision to shop at Self-service of Alfamart Perdatam. This research use approach of explanatory research with survey method. Independen variable is Marketing mix (X), which consist of: X1: Product, X2: Price, X3: Distribution, X4: Promotion. Dependent Variable is shopping decision (Y). Sample taken away from Population with accidental sampling technique. Technique data collecting through questioner, Interview and observation, which consist of primary and secondary data. Hereinafter data analyzed quantitatively, that is by using statistical model in computer program (SPSS), with technique analysis descriptive and doubled regression linear. Result of research indicate that: a) There is real relation among product, price, distribution, and promotion variable with shopping decision at Self-service Alfamart Perdatam; b) product, price, distribution, and promotion Variable by together have an effect to shopping decision at Self-service Alfamart Perdatam; c) product variable, representing have an dominant effect to shopping decision at Self-service Alfamart Perdatam. Conclusion and suggestion based on this research is that a variable product is a dominant variable that has an effect towards making decision to shop at self service Alfamat Perdatam. Since the most influenced factor is product, therefore, it is suggested by deciding and selcting product, whether it is with maximum income or maximum selling growth will speed up the growth and development of the self service.

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