Sitanggang, Agnes Nurlela (2014) PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN : Survey Pada Konsumen Restoran D’Palm Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
ABSTRAK Agnes Nurlela Sitanggang,“PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN ”(Survey Pada Konsumen Restoran D’Palm Bandung). Dibawah bimbingan Rini Andari, S.Pd., SE.Par.,MM dan Dewi Pancawati Novalita. S.pd., MM. Perkembangan restoran di Bandung mengalami inovasi yang beranekaragam, salah satunya adalah restoran D’Palm. Saat ini, restoran D’Palm mengalami penurunan pendapatan yang cukup signifikan dibandingkan dengan waktu sebelumnya. Tujuan penelitian ini untuk mengetahui pelaksanaan bauran pemasaran jasa serta keputusan pembelian, pengaruh bauran pemasaran jasa (X) baik secara parsial maupun simultan terhadap keputusan pembelian di restoran D’Palm. Variabel bebas dalam penelitian ini terdiri dari product (X1), process (X2), people (X3), dan physical evidence (X4) serta variable terikatnya adalah keputusan pembelian (Y). Jenis penelitian ini deskriptif verifikatif. Dengan sampel sebanyak 100 orang. Hasil penelitian menunjukkan bahwa bauran pemasaran jasa yang terdiri dari product, process, people, physical evidence berpengaruh siginifikan terhadap keputusan pembelian. Saran untuk meningkatkan keputusan pembelian di restoran D’Palm yaitu meningkatkan keunikan dari produk makanan dan minuman, seperti penambahan condiment, meningkatkan kualitas pelayanan pegawai dalam menyiapkan makanan dan minuman yang akan dihidangkan, melakukan training kepada pegawai agar pegawai menguasai skill atau keterampilan sesuai dengan pekerjaan serta memperluas area parkir dan area permainan anak. The development of a restaurant in Bandung has diverse innovations, one of which is a D'Palm restaurant. Currently, D'Palm restaurant decreased revenues significantly compared with the previous period. The purpose of this study to investigate the implementation of marketing mix as well as the purchasing decision, the influence of marketing mix (X) either partially or simultaneously to the purchase decision in the D'Palm restaurant. The independent variable in this study consists of the product (X1), process (X2), people (X3), and physical evidence (X4) and the dependent variable is the purchase decision (Y). This type of research is descriptive verification. With a sample of 100 respondent. The results showed that the marketing mix consisting of product, process, people, physical evidence significant influence on purchasing decisions. Suggestions to improve the purchasing decisions in the D'Palm restaurant increase the uniqueness of food products and beverages, such as the addition of condiment, improve the quality of service of employees in preparing food and drinks to be served, conduct employee training to employees in order to master the skill or skills relevant to and expand the parking area and children's play area.
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil: S MIK SIT p-2014; Pembimbing: I. Rini Andari, II. Dewi Pancawati |
| Uncontrolled Keywords: | Services Marketing Mix and Purchase Decision, Bauran Pemasaran Jasa dan Keputusan Pembelian |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
| Depositing User: | Mr Tatang Saja |
| Date Deposited: | 19 Aug 2015 04:00 |
| Last Modified: | 19 Aug 2015 04:21 |
| URI: | http://repository.upi.edu/id/eprint/16476 |
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