UJI COBA PENAWARAN MENU KUDAPAN TERHADAP MINAT BELI KONSUMEN (CUSTOMER INTEREST) PENUMPANG KERETA API (Studi Kasus PT. Reska Multi Usaha Branch Office 2 Bandung)

Lisda Aulia Sari, - (2019) UJI COBA PENAWARAN MENU KUDAPAN TERHADAP MINAT BELI KONSUMEN (CUSTOMER INTEREST) PENUMPANG KERETA API (Studi Kasus PT. Reska Multi Usaha Branch Office 2 Bandung). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

ABSTRAK Lisda Aulia Sari, 1506642. “Uji Coba Penawaran Menu Kudapan Terhadap Minat Beli Konsumen (Costumer Interest) Penumpang Kereta Api (Studi Kasus PT. Reska Multi Usaha Branch Office 2 Bandung)”, dibimbing oleh Caria Ningsih, S.E., M.Si., Ph.D. dan Dr. Dewi Turgarini, S.S., MM.Par. Penelitian ini dilatarbelakangi dengan keterbatasan pengetahuan konsumen terhadap sejarah dan filosofi kudapan tradisional yang sangat potensial jika ditawarkan kepada penumpang kereta api. Penelitian ini bertujuan untuk merekomendasikan menu kudapan pada penumpang kereta api yang dapat berpengaruh terhadap minat beli konsumen. Metode yang digunakan adalah mix methode yaitu kuantitatif dan kualitatif. Variabel independent dalam penelitian ini adalah menu kudapan dan variabel dependent adalah minat beli konsumen. Sampel dalam penelitian ini sebanyak 100 responden. Hasil penelitian ini menunjukkan bahwa berdasarkan uji hipotesis secara simultan pengaruh menu kudapan terhadap minat beli konsumen memiliki pengaruh yang positif dan signifikan, sedangkan secara parsial indikator memiliki pengaruh secara parsial terhadap minat beli konsumen. Berdasarkan uji panelis yang dilakukan terhadap 30 orang panelis diperoleh hasil bahwa panelis setuju dengan menu kudapan (roti kecik) yang diujikan untuk direkomendasikan. Menurut panelis menu kudapan (roti kecik) yang direkomendasikan memiliki kualitas produk yang baik untuk disajikan di dalam kereta api dengan memperhatikan 5 aspek diantaranya rasa, aroma, warna, porsi, dan tampilan. Kata Kunci: Menu Kudapan, Roti Kecik, Minat beli Konsumen, Penumpang Kereta Api ABSTRACK Lisda Aulia Sari ,1506642. “Trial Offer Snack Menu of Consumer Buying Interest of Kereta Api Indonesia Passengers (Case Study of PT. Reska Multi Usaha Branch Office 2 Bandung” Supervised by Caria Ningsih, S.E,. M.Si., Ph.D. and Dr. Dewi Turgarini, S.S., MM.Par. This research background is limited consumer knowledge of history and a traditional snack philosophy which is potential if offered to passenger trains. This research aims to recommend a snack menu for passenger trains that can affect the interest of buying consumers. The method used is a method mix that is quantitative and qualitative. The independent variable in this study is the snack menu and dependent variables are the buying interest of consumers. The samples in this study were as much as 100 respondents. The results of this research show that based on the simultaneous hypothesis test the snack menu influences the consumer's buying interest has a positive and significant influence, while partial indicators have a partial influence on Consumers ' buying interest. Based on a panelist test carried out against 30 panelists obtained the result that the panelist agrees with the Snack menu (roti kecik) that is tested for recommendation. According to panelist the recommended snack menu (roti kecik) has a good quality product to be served in the train with attention to 5 aspects such as flavor, aroma, color, portion, and appearance. Keywords : Customer interest, Menu Snack, Roti Kecik, Train Passenger

Item Type: Thesis (S1)
Uncontrolled Keywords: Menu Kudapan, Roti Kecik, Minat beli Konsumen, Penumpang Kereta Api, Customer interest, Menu Snack, Train Passenger
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Lisda Aulia Sari
Date Deposited: 23 Apr 2020 19:41
Last Modified: 23 Apr 2020 19:41
URI: http://repository.upi.edu/id/eprint/42530

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