PENGARUH PERSONAL SELLING MELALUI PROGRAM SCHOOL VISIT TERHADAP KEPUTUSAN PEMBELIAN PADA DAYA TARIK WISATA OLAHRAGA PANGHEGAR WATERBOOM: Survey terhadap PIC yang Menggunakan School Package di Panghegar Waterboom

Sartika, Tiara Ajeng (2017) PENGARUH PERSONAL SELLING MELALUI PROGRAM SCHOOL VISIT TERHADAP KEPUTUSAN PEMBELIAN PADA DAYA TARIK WISATA OLAHRAGA PANGHEGAR WATERBOOM: Survey terhadap PIC yang Menggunakan School Package di Panghegar Waterboom. Other thesis, Universitas Pendidikan Indonesia.

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Abstract

Panghegar Waterboom ialah salah satu daya tarik wisata olahraga yang berada di kota Bandung. Permasalahan yang dihadapi Panghegar Waterboom ialah tidak tercapainya target jumlah kunjungan rombongan wisatawan yang berasal dari instansi pendidikan. Karena itu, Panghegar Waterboom melakukan kegiatan personal selling dengan mendatangi berbagai instansi pendidikan yang ada di Bandung raya. Variabel bebas dalam penelitian ini adalah Personal Selling (X) dengan dimensi delivering product information, satisfying socio-emotional needs, satisfying roduct related-needs dan helping in the decision-making. Variabel terikat dalam penelitian ini yaitu keputusan pembelian (Y) dengan dimensi pemilihan produk, pemilihan merek, pemilihan penyalur, waktu pembelian dan jumlah pembelian. Jenis penelitian ini adalah deskriptif dan verifikatif dengan metode yang digunakan ialah explanatory survey. Populasi dalam penelitian ini sebanyak 80 responden atau PIC yang menggunakan school package di Panghegar Waterboom dengan teknik penarikan yang digunakan yaitu sampel jenuh. Teknik analisa data yang digunakan adalah regresi berganda. Variabel personal selling berada pada kategori tinggi dengan dimensi satisfying socio-emotional needs yang memiliki penialian tertinggi, sedangkan untuk variabel keputusan pembelian juga berada pada kategori tinggi dengan dimensi pemilihan produk yang mendapatkan penilaian tertinggi. Hasil penelitian menunjukan terdapat pengaruh yang signifikan baik secara parsial maupun stimultan antara personal selling dan keputusan pembelian. Kata Kunci: Personal Selling, Keputusan Pembelian, Panghegar Waterboom Panghegar Waterboom is one sport tourist attraction in Bandung. The problems faced by Panghegar Waterboom is not achieving the target number of visits vacationers who come from educational institutions. Therefore, Panghegar Waterboom does personal selling activities by attending to various educational institutions in Bandung Raya. Free variables in this study are the Personal Selling (X) with delivering product information dimensions, satisfying socio-emotional needs, satisfying roduct related-needs, and helping in the decision-making. Bound variables in this study are purchase decisions (Y) with selection of the product dimensions, selection of brands, selection of suppliers, time of purchase and the amount of the purchase. Type of this research is descriptive and verificative by using explanatory survey. The population of the study are 80 respondents or PIC that uses school package at the Panghegar Waterboom withdrawal technique used is saturated samples. Data analysis technique used is multiple regression. Personal selling variable is on the high category with satisfying socio-emotional needs dimensions that have the highest assessment, while the purchase decision variables are also on the high category with the selection of products dimensions that gain the highest assessment. Results of the research show that there are significant effects either partially or simultaneously between personal selling and purchase decisions. Keywords: Personal Selling, Purchase Decisions, Panghegar Waterboom

Item Type: Thesis (Other)
Additional Information: No. Panggil: S_MPP_SAR_p-2017; Pembimbing : I. Yeni Yuniawati, II. Oce Ridwanudin
Uncontrolled Keywords: Personal Selling, Keputusan Pembelian, Panghegar Waterboom
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Mr. Cahya Mulyana
Date Deposited: 02 Feb 2018 01:28
Last Modified: 02 Feb 2018 01:28
URI: http://repository.upi.edu/id/eprint/29000

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