ATRIBUT RESTORAN TERHADAP MINAT PEMBELIAN ULANG (Survei Terhadap Pelanggan RM Mang Yeye dan Saung Kang Nana di Kabupaten Subang)

Hutami Maulyda, - (2019) ATRIBUT RESTORAN TERHADAP MINAT PEMBELIAN ULANG (Survei Terhadap Pelanggan RM Mang Yeye dan Saung Kang Nana di Kabupaten Subang). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

RM Mang Yeye dan Saung Kang Nana merupakan salah satu restoran di Kabupaten Subang yang menawarkan makanan tradisional khas sunda. Masalah yang dihadapi oleh RM Mang Yeye dan Saung Kang Nana adalah tingkat penjualan yang mengalami penurunan. Oleh karena itu manajemen RM Mang Yeye dan Saung Kang Nana harus memiliki strategi untuk mengatasi masalah tersebut. Dengan demikian peneliti memilih Atribut Restoran sebagai salah satu solusi yang dapat diterapkan untuk meningkatkan Minat Pembelian Ulang. Dalam penelitian ini variabel indipenden yang digunakan yaitu Atribut Restoran yang terdiri dari kualitas makanan (food quality), kualitas pelayanan (service quality), suasana (atmosphere), dan pelanggan lain (other customers). Variabel dependen yaitu Minat Pembelian Ulang. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif, metode yang digunakan adalah survei dengan teknik systematic random sampling. , maka diperoleh sampel dengan jumlah 400 responden. Teknik analisis data dan uji hipotesis yang digunakan adalah regresi berganda. Pelaksanaan Atribut Restoran di RM Mang Yeye dan Saung Kang Nana, dimensi kualitas pelayanan (service quality) mendapatkan penilaian tertinggi, dimensi penilaian terendah yaitu pelanggan lain (other customers). Kemudian tanggapan mengenai minat pembelian ulang di restoran sunda Kabupaten Subang yakni RM Mang Yeye dan Saung Kang Nana berada pada kategori tinggi, dimensi pemilihan revisit intention mendapatkan penilaian tertinggi dan dimensi chance of continuing with currnt company for next one year mendapatkan penilaian terendah. Hasil penelitian menunjukkan adanya pengaruh antara atribut restoran terhadap minat pembelian ulang. Kata Kunci : Atribut Restoran, Minat Pembelian Ulang, RM Mang Yeye, Saung Kang Nana RM Mang Yeye and Saung Kang Nana is one of the restaurants in Subang Regency that offers traditional Sundanese food. The problem faced by RM Mang Yeye and Saung Kang Nana is the number of sales which decreased. Therefore RM Mang Yeye and Saung Kang Nana should have a strategy to overcome the problem. Thus the researchers chose restaurant attributes as one solution that can be applied to improve the level of repurchase intention. In this study, independent variables (X) used are restaurant attributes which consists of food quality, service quality, atmosphere, and other customers. The dependent variable (Y) is the repurchase intention. The type of research used is descriptive verificative and the method used is simple random sampling technique, then obtained a sample with a total of 400 respondents. Data analysis technique and hypothesis test used is multiple regression. Implementation of restaurant attributes at RM Mang Yeye and Saung Kang Nana dimension service quality get the highest rating, the lowest rating dimension is other customers. Then the response regarding the repurchase intention at RM Mang Yeye and Saung Kang Nana in the high category is revisit intention get the highest rating and chance of continuing with currnt company for next one year dimension get the lowest rating. The results showed the influence between restaurant attributes and repurchase intention. Keywords: Restaurant Attributes, Repurchase Intention, RM Mang Yeye, Saung Kang Nana

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Uncontrolled Keywords: Atribut Restoran, Minat Pembelian Ulang, RM Mang Yeye, Saung Kang Nana
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Hutami Maulyda
Date Deposited: 21 Jul 2020 03:10
Last Modified: 21 Jul 2020 03:10
URI: http://repository.upi.edu/id/eprint/43856

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