PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN DI LISUNG THE DAGO BOUTIQUE AND RESTO

Akbar, Fajar Nugraha (2015) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN DI LISUNG THE DAGO BOUTIQUE AND RESTO. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian di Lisung The Dago Boutique and Resto. Penelitian ini melihat bahwa Lisung The Dago Boutique and Resto mengalami masalah karena terdapat penurunan pengunjung dan pendapatan yang dalam tulisan ini diduga berhubungan dengan keputusan pembelian yang terus menurun. Bauran pemasaran adalah sekumpulan alat pemasaran yang dapat digunakan oleh perusahaan untuk mencapai tujuan perusahaanya. Variabel dari bauran pemasaran terdiri dari produk, harga, promosi, tempat, orang, proses dan bukti fisik. Metode penelitian yang digunakan adalah metode deskriptif dan verifikatif yaitu dengan cara mengumpulkan data yang menggambarkan atau memaparkan hasil sesungguhnya dari penelitian, selanjutnya sampel yang digunakan dari populasi adalah 100 responden. Metode pengumpulan data dilakukan dengan membagikan kuisioner kepada 100 responden atau pengunjung Lisung Resto, kemudian instrumen penelitian di uji validitas dan uji reabilitas. Metode analisis data yang digunakan adalah analisis korelasi, koefisien determinasi, analisis regresi berganda, uji f dan uji t dengan bantuan Microsoft Excel 2010 dan software SPSS 17.0 (Statistical Product for Service Solution). Hasil dari penelitian diperoleh bahwa bauran pemasaran mempunyai pengaruh positif terhadap keputusan pembelian sebesar 36,3%. promosi dan bukti fisik berpengaruh positif terhadap keputusan pembelian sedangkan tempat berpengaruh negatif terhadap keputusan pembelian. Kata Kunci : Bauran Pemasaran, Keputusan Pembelian This research intends to scrutinize the influence of Marketing Mix strategy towards the Purchasing Decision at Lisung The Dago Boutique and Resto. This research notice that Lisung The Dago Boutique and Reso were experiencing a declining numbers of guests and revenue which this paper predict that it might linked with the decresing of Purchasing Decision. The Marketing Mix Strategy is a set of marketing strategy that could be utilized by a company or firms to achieve its own goals. The variables in this marketing mix strategy consists of : Product, Price, Promotion, Place, People, Process and Physical Evidence. The research method employed is the verificative descriptive method which collects data sets that depicts or describe the real results of this research, this research also use 100 people as respondents. Questionnaires were disseminated to gain data from the Lisung The Dago Boutique and Resto’s guests, this is also the collection data method of this research. After the data was gained, its validity and reliability were tested using SPSS 17.0. Using the same software and also utilizing Microsoft Excel 2010, correlation analysis; determination coefficient; double regression analysis; F-test and T-test were also conducted. The result of this research is that the Marketing Mix strategy positively influencing the Purchasing Decision about 36,3%. Product, Price, Promotion, and Physical Evidence were responsible for the positive influence, meanwhile Place, People, and Process were negatively influencing the Lisung The Dago Boutique and Resto’s guests Purchasing Decision. Keywords: Marketing Mix, Purchasing Decision

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil : S MIK AKB p-2015; Pembimbing : I. Agus Sudono, II. Oce Ridwanudin
Uncontrolled Keywords: Bauran Pemasaran, Keputusan Pembelian
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User: Mrs. Neni Sumarni
Date Deposited: 03 Aug 2016 02:36
Last Modified: 03 Aug 2016 02:36
URI: http://repository.upi.edu/id/eprint/21005

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