ANALISIS FAKTOR PLACE, PEOPLE, DAN PHYSICAL EVIDENCE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RUMAH MAKAN AA SEKELOA BANDUNG

Sudrajat, Agung (2014) ANALISIS FAKTOR PLACE, PEOPLE, DAN PHYSICAL EVIDENCE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RUMAH MAKAN AA SEKELOA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Ketidak stabilan jumlah pendapatan setiap bulannya dan menurunnya jumlah konsumen setiap bulannya menjadikan salah satu permasalahan yang tidak kunjung dapat teratasi. Penelitian ini ditujukan untuk meneliti, memahami, mendalami dan memberikan solusi sebagai timbal balik positif dari penelitian ini. Faktor bauran pemasaran menjadi acuan awal penelititan ini dilakukan. Dan hanya beberapa aspek yang diteliti yaitu faktor Place (Tempat/Lokasi), People (Orang/Karyawan) dan Physical Evidence (Bukti Fisik) dalam mengendalikan Keputusan Pembelian konsumen di Rumah Makan AA Bandung. Jenis Penelitian ini bersifat kuantitatif, penggunaan metode penelitian Deskriptif Verifikatif diharapkan dapat menuntaskan permasalahan dalam penelitian ini. Dalam penelitian ini, menggunakan probability sampling yaitu simple random sampling. 100 responden konsumen Rumah Makan AA menjadi sampel dalam penelitian ini. Teknik analisis yang digunakan adalah Regresi Linear Berganda dan Analisis Korelasi. Hasil analisis dari penelitian ini menunjukan bahwa secara simultan variabel Place (Tempat/Lokasi), People (Orang/Karyawan) dan Physical Evidence (Bukti Fisik) berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Sedangkan secara parsial variabel place dan people berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen di rumah makan aa dan variabel Physical Evidence tidak berpengaruh positif dan tidak signifikan terhadap proses keputusan pembelian konsmen di Rumah Makan AA. Variabel ini berpengaruh sebesar 48% sedangkan sisanya dipengaruhi oleh faktor lain yang tidak diteliti. Unstabilized profit and decreasing amount of the customer every month make that to be a problem that cannot be resolved until now. From that issue, this research is used to be investigate, understand, go deep into and give solution as the positive result from this research. Marketing mix factor going to be the starting point of this research. And just a few aspect that will be study namely Place, People, and Physical Evidence in Controling The Customer Purchase Decisions at Rumah Makan AA Bandung. Type of this research method is Quantitative, using the Descriptive Verificative method research hope can resolved the problem in this research. This research using Probability Sampling that is Simple Random Sampling. 100 customer respondent of Rumah Makan AA used to be a sample from this research. Analyze technic which used at this research is Double Linear Regression and Corelate Analyze. This research point is to know how far the marketing mix contribute to a customer purchase decisions at Rumah Makan AA Bandung. The result from this research is to show that the factor of Place variable, People variable and Physical Evidence Variable is simultantly positive and significant to customer purchase decisions. While partially the place and people variable is positive and significant to customer purchase decisions at Rumah Makan AA. The physical evidence variable isn’t positive and not significant to customer purchase decisions at Rumah Makan AA. This variable just take effect about 48% and the rest was effect by the other factor that not be examined from this research.

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil: S MIK SUD a-2014; Pembimbing: I. Agus Sudoro, II. Sylvie Meilani
Uncontrolled Keywords: Marketing Mix (Place, People, Physical Evidence), Customer Purchase Decisions and Rumah Makan AA Bandung, Bauran Pemasaran (Place, People, Physical Evidence), Keputusan Pembelian dan Rumah Makan AA Bandung.
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Mr Tatang Saja
Date Deposited: 18 Aug 2015 02:36
Last Modified: 18 Aug 2015 02:36
URI: http://repository.upi.edu/id/eprint/16421

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