ANALISIS PENGARUH SIKAP DAN NORMA SUBYEKTIF PELANGGAN TERHADAP MINAT BELI PRODUK WAREHOUSE TRUCK PADA PT. MHE-DEMAG INDONESIA JAKARTA

DWIARSO, DOYO LUJENG (2007) ANALISIS PENGARUH SIKAP DAN NORMA SUBYEKTIF PELANGGAN TERHADAP MINAT BELI PRODUK WAREHOUSE TRUCK PADA PT. MHE-DEMAG INDONESIA JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

	Text (Cover) Cover_Luar_Doyo.pdf Download (546kB)
	Text (Abstract) ABSTRAK_ English_Doyo.pdf Download (540kB)
	Text (Lembar Pengesahan) Pengesahan_Doyo.pdf Download (544kB)
	Text (Surat Pernyataan) Pernyataan_Doyo.pdf Download (544kB)
	Text (Daftar Isi) DAFTAR_Isi_Doyo.pdf Download (688kB)
	Text (Daftar Gambar) DAFTAR_Gambar_Doyo.pdf Download (538kB)
	Text (Daftar Tabel) DAFTAR_Tabel_Doyo.pdf Download (541kB)
	Text (Daftar Lampiran) DAFTAR_Lampiran_Doyo.pdf Download (534kB)
	Text (Bab 1-6) BAB_I-VI-Pustaka_Doyo.pdf Restricted to Registered users only Download (8MB)
	Text (Lampiran) LAMPIRAN_Hasil_Survey_Doyo.pdf Restricted to Registered users only Download (1MB)

Abstract

PT. MHE-Demag Indonesia is a material handling company with product ranges consist of crane & components, industrial products and services. The company had been already known as a company with high quality product offered and supported with good quality after sales service. The company also has been known as the agent of Europe’s product. Several years ago there was discontinuing of agency of warehouse truck product caused decreasing of sales volume . Finally the company decided to extend the brand of corporate MHE to become a brand of warehouse truck product. This research objective was to investigate how the customer behavior and subjective norm influence to the buying intension of warehouse truck product offered with MHE brand. This research was based on the theory of Reasoned Action developed by Fishbean. The respondents were the clients who had already bought the product from the company , with using purpose sampling method. The result of the research shown the customer behavior was positive to warehouse truck with MHE brand but the subjective norm was in the neutral range . The buying intention score was 3.58 that means need strong effort from the sales staff to improve sales activity and sales strategy . The conclusion of research show that behavior and subjective norm of customers have significant impact toward to the buying intention .

Item Type:	Thesis (S2)
Call Number CD:	CDT-551-07-070
NIM/NIDN Creators:	55105110128
Uncontrolled Keywords:	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:	MELATI CAHYA FITRIANI
Date Deposited:	19 Jul 2022 07:20
Last Modified:	19 Jul 2022 07:20
URI:	http://repository.mercubuana.ac.id/id/eprint/65505

Actions (login required)

View Item