PENGARUH WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RESTORAN BMC

Rahmawati, Rizsma (2015) PENGARUH WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RESTORAN BMC. S1 thesis, Univrsitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Saatinipariwisatamerupakansalahsatutrend yang menjadibagiandarigayahidupmasyarakat, karenabisadinikmatiolehsemuakalanganmeskidalamapresiasidanbudget yang berbeda. Restoran merupakan bagian dari industri pariwisata sebagai penyedia jasa makan dan minum bagi orang-orang yang berada jauh dari tempat tinggalnya. Salah satu restoran yang ada di Kota Bandung adalah restoran BMC (Bandoengsche Melks Centrale), restoran ini pada awalnya merupakan tempat pengolahan susu pertama di kota Bandung, dengan seiring berjalannya waktu BMC (Bandoengsche Melks Centrale) tidak hanya menjual produk susu tetapi mengembangkan produknya dengan menjual beraneka macam makanan, minuman serta pastry & bakery. Menurunnya jumlah pembelian di BMC (Bandoengsche Melks Centrale) membuat perusahaan harus melakukan strategi pemasaran untuk meningkatkan kembali jumlah penjualan. Salah satu faktor yang mempengaruhi keputusan pembelian konsumen dalam memilih suatu produk adalah karena adanya word of mouth. Pada saat ini restoran BMC (Bandoengsche Melks Centrale) mengandalkan word of mouthdalam memasarkan restorannyakarenatidakmempunyaidanakhususuntukpromosi. Penelitianinibertujuanuntukmengetahuigambarandanpengaruhmengenaiword of mouth terhadapkeputusanpembelian.Variabel independent dalam penelitian ini adalah word of mouth (X) dan variabel dependent adalah Keputusan Pembelian (Y). Jenis penelitian yang digunakan adalah desktiptif verifikatif, dengan teknik samplingsystematic random sampling. Sampeldalampenelitianinisebanyak 100 respondenyaitupembeli yang datangkerestoran BMC (Bandoengsche Melks Centrale)denganteknikpenarikansampel yang digunakanyaitusampeltakjenuh.Teknikanalisisdata yang digunakanyaituregresiberganda.VariabelindependentdalampenelitianiniyaituCognitive Content (X1), Richness of Content (X2)danStrenght of Delivery (X3) sedangkanvariabeldependentkeputusanberkunjung (Y) terdiridaripemilihan produk/jasa, pemilihan brand, pemilihan distribusi, pemilihan waktu pembelian, jumlah pembeliandan metode pembayaran. Hasilpenelitianmenunjukkanbahwatanggapankonsumenterhadapword of mouth terhadapkeputusanberkunjungdinilaitinggi.Faktor yang mendapatpenilaianpengaruhtertinggiyaituRichness of Content sedangkanStrenght of Deliverymemperolehpenilaianpengaruhterendah.Berdasarkanpengujian SPSS 18 menunjukkanadanyapengaruh yang simultandanparsialantaraword of mouth dengankeputusanpembelian.Penulis merekomendasikan untuk mengkaji lebih luas mengenai sub varibel word of mouthlainnya atau menggunakan variabel lain yang dapat meningkatkan keputusan pembelian. Kata Kunci: Word Of Mouth, KeputusanPembelian, Restoran BMC (BandoengscheMelksCentrale) Today, tourism is one of the trends that are part of the people’s lifestyle because it can be enjoyed by all class of society though in a different appreciation and budget. The restaurant is part of the tourism industry as a provider of food and drink for people who are away from their home. One of the restaurant in Bandung city is BMC (Bandoengsche Melks Centrale) Restaurant, this restaurant was originally a first dairy processing in Bandung city and along with the timeBMC (Bandoengsche Melks Centrale) not only selling dairy product but also developing their product with selling a variety of food, drink, pastry and bakery. The declines of purchasing item in BMC (BandoengscheMelksCentrale) make the company to conduct a marketing strategy to increase the number of sales. One of the factors that influence consumer’s purchase decisions in choosing a product is word of mouth. At this time the BMC (BandoengscheMelksCentrale) Restaurant rely on word of mouth for marketing the restaurant because it does not have an allocated fund for the promotion. This research aims to know the describe and the influence on word of mouth to the purchasing decision. The independent variable in this study is the word of mouth (X) and the dependent variable is the purchase decision (Y). This type of research is descriptive verification, with sampling systematic random sampling technique. The sample in this research were 100 respondents, that’s buyers who comes to BMC (Bandoengsche Melks Centrale) Restaurant with a sampling technique used is unsaturated samples. Data analysis technique used is multiple regressions. The independent variable in this research is Cognitive Content (X1), Richness of Content (X2)andStrenght of Delivery (X3) while dependent variable decision to visit (Y) consists of product/services selection, brand selection, distribution selection, purchase time selection, purchasing amount and payment method. The result showed that the consumer response for the word of mouth to visiting decision is rated high. Factors that gets the highest impact assessment is Richness of Content while Strenght of Delivery obtain the lowest impact assessment. Based on testing SPSS 18, it shows the effect of simultaneous and partially between the word of mouth with purchasing decisions. The author recommends examining more thoroughly another sub-variable of the word of mouth or using other variables that can improve the purchasing decision Keyword: Word Of Mouth, Purchasing Decision, BMC (BandoengscheMelksCentrale) Restaurant

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil: S_MPP_RAH p-2015; Pembimbing : I.Gitasiswhara,I. Taufik Abdullah
Uncontrolled Keywords: Word Of Mouth, KeputusanPembelian, Restoran BMC (BandoengscheMelksCentrale)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ilmu Pendidikan > Pedagogik > PGPAUD Bumi Siliwangi
Depositing User: Mr. Cahya Mulyana
Date Deposited: 22 Jan 2016 03:10
Last Modified: 22 Jan 2016 03:10
URI: http://repository.upi.edu/id/eprint/19161

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