PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI SANGKURIANG RESTO BANDUNG

Irmawati, Neng (2015) PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI SANGKURIANG RESTO BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini dilatarbelakangi oleh menurunnya jumlah dan rendahnya pangsa pasar yang dimiliki oleh Sangkuriang Resto.Hal ini terjadi karena tingginya tingkat persaingan, baik dari restoran sejenis maupun tidak sejenis. Maka dari itu upaya yang harus dilakukan Sangkuriang resto yaitu meningkatkan keputusan pembelian dengan memperbaiki people, physical evidence dan process.Penelitian ini memiliki variabel eksogen (X) yaitu people, physical evidence dan process, sedangkan variabel endogen (Y) yaitu keputusan pembelian.Tujuan penelitian ini untuk mengetahui adakah pengaruh dari people, physical evidence dan process terhadap keputusan pembelian. Metodepenelitian yang digunakandalampenelitianiniyaituexplanatory survey. Jenis penelitian yang digunakan yaitu deskriptifdanverifikatif.Teknikanalisis yang digunakanadalahanalisis path.Berdasarkan hasil perhitungansecara simultan, variabel eksogen memiliki pengaruh dalam kategori sedang terhadap keputusan pembelian. Kemudian secara parsialdidapatkan hasil bahwa peopledan process memiliki pengaruh dalam kategori rendah, sedangkan physical evidence memiliki pengaruh dalam kategori sedang atau termasuk yang paling dominan.Adapun beberapa saran untuk Sangkuriang resto yaitu mengenai people diharapkan Sangkuriang resto dapat memperbaiki dan meningkatkan kemampuan people (karyawan) dengan menerapkan Standar Operasional Prosedur (SOP) dan melakukan pelatihan karyawan mengenai pelayanan. Selanjutnya mengenai physical evidence diharapkan Sangkuriang resto memperbaiki dan meningkatkan design interior dan design eksterior, sedangkan untuk process diharapkan Sangkuriang resto dapat memberikan pelayanan dengan cepat dan tepat. ---------- This study was motivated by the decreasing number of consumers and low market share held by Sangkuriang Resto. This happens because of the high level of competition, both similar and dissimilar restaurant. Therefore efforts should be made Sangkuriang resto that improve purchasing decisions to fix people, physical evidence and process. This research has exogenous variables (X), namely people, physical evidence and process, while the endogenous variable (Y) is the buying decision.The purpose of this research to know is there any influence of people, physical evidence and process the purchasing decision. The method used in this research is explanatory survey. This type of research is descriptive and verification. The analysis technique used is path analysis.Based on calculations simultaneously, exogenous variables have an effect in the medium category on purchase decisions. Then partially showed that people and process have an influence in the low category, whereas physical evidence has influence in the medium category or among the most dominant.As for some suggestions for Sangkuriang resto is about people Sangkuriang resto is expected to improve and enhance the ability of people (employees) by applying the Standard Operating Procedure (SOP) and training employees about service. Furthermore, the physical evidence Sangkuriang resto expected to improve and enhance the design of interior and exterior design, while the process is expected Sangkuriang restaurant can provide services quickly and accurately.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S MIK IRM p-2015; Pembimbing: I. Dian Herdiana Utama, II. Masharyono
Uncontrolled Keywords: people, physical, evidence, process, pembelian
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HJ Public Finance
H Social Sciences > HM Sociology
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User: Mr. Tri Agung
Date Deposited: 16 Aug 2016 04:19
Last Modified: 16 Aug 2016 04:19
URI: http://repository.upi.edu/id/eprint/21260

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