PENGARUH PHYSICAL EVIDENCE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI HAPPY COW STEAK PALASARI BANDUNG

Sabrilia, Tinka (2016) PENGARUH PHYSICAL EVIDENCE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI HAPPY COW STEAK PALASARI BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Pariwisata telah menjadi salah satu industri terbesar di dunia, dan merupakan andalan utama dalam meningkatkan pendapatan negara termasuk di Indonesia. Dalam dunia industri pariwisata wisatawan tidak lepas dari akomodasi pariwisata mulai dari jasa penginapan, transportasi dan restoran. Dimana pada saat sekarang ini pariwisata yang banyak di perbincangkan adalah kuliner, berbicara tentang kuliner Bandung merupakan salah satu kota yang kaya akan kuliner. Salah satu restoran yang ada di kota Bandung yaitu Happy Cow Steak Palasari Bandung yang berada di Jalan Palasari No. 30, Bandung. Seiring dengan waktu dan persaingan yang makin ketat, penjualan di restoran ini menurun. Dilihat dari data penjualan Happy Cow Steak Palasari Bandung mengalami penurunan jumlah konsumen pada tahun 2015 sebesar 15,3% . Salah satu strategi yang digunakan untuk meningkatkan kembali keputusan pembelian konsumen yaitu physical evidence. Peningkatan physical evidence bertujuan untuk menarik kembali minat konsumen untuk melakukan pembelian di Happy Cow Steak Palasari Bandung. Objek pada penelitian ini adalah konsumen di Happy Cow Steak Palasari Bandung. Variabel bebas pada penelitian ini yaitu physical evidence dan variabel terikatnya yaitu Keputusan Pembelian. Penelitian ini menggunakan metode deskriptif dan verifikatif, dengan metode explanatory survey . Jumlah sampel pada penelitian ini 100 responden. Sedangkan teknik analisis data yang digunakan adalah teknik analisis regresi berganda dengan program SPSS 22. Berdasarkan hasil Penelitian ditemukan bahwa physical evidence memiliki pengaruh yang positif terhadap keputusan pembelian dengan kategori hubungan yang sedang.; Tourism has become one of the largest industries in the world, and are the mainstay in generating foreign exchange in many countries, including Indonesia with a very vast natural wealth. In a world traveler tourism industry can not be separated from tourism accommodation ranging from lodging services, transport and restaurants. Which at this present moment tourism is much discussed is culinary, talk about the culinary is a city rich in culinary. One of the restaurants in the city of Bandung, Happy Cow Steak Palasari Bandung is located in Jalan Palasari No. 30, Bandung. With the passage of time and an increasingly tight competition in restaurant sales decreased. It is seen from the sales data Happy Cow Steak Palasari Bandung has decreased the number of consumers in 2015 amounted to 15.3% .One of the strategies used to increase the return of consumer purchasing decisions, namely physical evidence. Increased physical evidence aimed to withdraw the interest of consumers to make purchases at the Happy Cow Steak Palasari Bandung. The object in this research is that consumers in Happy Cow Steak Palasari Bandung. The independent variable in this study is physical evidence and the dependent variable is buying decision. This study uses descriptive and verification method, with explanatory survey method. The number of samples in this study of 100 respondents. Data analysis technique used is the technique of multiple regression analysis with the program. Based on the results of studies found that physical evidence has a positive influence on purchasing decisions with that middle relationship categories.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: S MIK SAB p-2016 ; Rini Andarsari, Taufik Abdullah.
Uncontrolled Keywords: Physical Evidence, Keputusan Pembelian, Purchasing Decisions.
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
H Social Sciences > HJ Public Finance
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User: Mr mhsinf 2017
Date Deposited: 17 Jul 2017 04:34
Last Modified: 17 Jul 2017 04:34
URI: http://repository.upi.edu/id/eprint/23743

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