Anggraeni, Fatmala (2017) ANALISIS HARGA DAN VARIAN MAKANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN : Survey Pada Menu Unpopular Di B’leaf Café Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk memperoleh gambaran mengenai tingkat harga, varian makanan dan keputusan pembelian menu unpopular di B’leaf Café Bandung serta memperoleh gambaran mengenai bagaimana harga dan varian makanan berpengaruh terhadap keputusan pembelian konsumen yang ditinjau dari persepsi konsumen. Penelitian menggunakan metode deskriptif dan verifikatif yang diolah menggunakan program SPSS 23 for Windows dengan kuesioner sebagai alat pengumpul data. Penelitian ini memiliki dua variabel independen yaitu harga dan varian makanan dan variabel dependen yaitu keputusan pembelian. Populasi pada penelitian ini adalah tamu hotel Banana Inn Bandung yang pernah memesan menu A’la Carte di B’leaf Café periode Januari 2016-Desember 2016. Teknik penarikan sampel adalah accidental sampling dan ditentukan sebanyak 67 sampel penelitian berdasarkan perhitungan menggunakan rumus Slovin. Berdasarkan hasil penelitian diperoleh bahwa baik secara parsial maupun simultan terdapat pengaruh positif signifikan harga dan varian makanan terhadap keputusan pembelian pada menu unpopular di B’leaf Café Bandung. Besarnya pengaruh harga dan varian makanan terhadap keputusan pembelian sebesar 50,12%, sedangkan sisanya sebesar 49,87 % dipengaruhi oleh variabel yang lain. Secara keseluruhan tingkat kesesuaian harga dan varian makanan di B’leaf Café cukup baik berdasarkan survey terhadap konsumen sehingga B’leaf Café sebaiknya lebih memperhatikan kesesuaian harga dan varian makanan agar sesuai dengan harapan konsumennya. ;---This study aimed to obtain the price level, food variants and purchase decision of unpopular menus in B’leaf Café Bandung and to obtain how price and food variants take effect toward consumer purchase decision that reviewed from consumer perception. The study used descriptive and verifikative method which processed using SPSS 23 for Windows program with questionnaire as data collector. Population of this study is Banana Inn Hotel Bandung guest who have ordered A’la Carte Menus in B’leaf Café within January 2016 – December 2016. This study using accidental sampling tehnique for taking sample and defined 67 samples based on Slovin’s formula. The result showed that price and food variants has significant positive effect to purchase decision on unpopular menus in B’leaf Café Bandung. Price and food variants take effect 50,12% to purchase decision while 49,87% effected by other variabels. Overall, price and food variants level in B’leaf Café are good enough based on the survey to consumer so that B’leaf Café should pay more attention to the suitability of price and food variants to match consumer expectations.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S MIK ANG a-2017; Pembimbing : I. Ratih, II. Indriyani; NIM : 1305834. |
| Uncontrolled Keywords: | Harga, Varian Makanan, Keputusan Pembelian, Menu Unpopular B’leaf Café Bandung, Food Variants, Price, Purchase Decision, Unpopular Menu in B’leaf Café Bandung. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Isma Anggini Saktiani |
| Date Deposited: | 07 Aug 2018 04:16 |
| Last Modified: | 07 Aug 2018 04:16 |
| URI: | http://repository.upi.edu/id/eprint/30260 |
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