ANALISIS PENGARUH BAURAN PEMASARAN (PRODUK, HARGA, LOKASI DAN PROMOSI) TERHADAP MINAT BELI ULANG PADA RUMAH MAKAN SANGKURIANG SUBANG

    Husni Harun, - (2017) ANALISIS PENGARUH BAURAN PEMASARAN (PRODUK, HARGA, LOKASI DAN PROMOSI) TERHADAP MINAT BELI ULANG PADA RUMAH MAKAN SANGKURIANG SUBANG. S1 thesis, Universitas Indonesia.

    Abstract

    Pemasaran merupakan kegiatan untuk menjalankan bisnis dalam memenuhi
    kebutuhan konsumen dengan barang atau jasa, memberikan kualitas produk,
    menetapkan harga, merencanakan penempatan lokasi, serta mempromosikan
    melalui proses pertukaran agar menumbuhkan minat beli ulang konsumen untuk
    mencapai tujuan perusahaan. Berdasarkan omset penjualan rumah makan
    sangkuriang pada tahun 2016 belum mencapai target. Penelitian ini bertujuan
    untuk mengetahui gambaran bauran pemasaran mengenai produk, harga, lokasi
    dan promosi serta minat beli ulang konsumen.
    Penelitian ini menggunakan metode deskriptif dan verifikatif. Pengumpulan
    data dengan cara studi dokumentasi, dan penyebaran angket. Populasi penelitian
    ini adalah konsumen rumah makan Sangkuriang selama 12 bulan pada tahun 2016
    yang berjumlah 10930 orang. Berdasarkan hasil perhitungan sampel dengan
    menggunakan rumus slovin diperoleh 138 orang. Teknik sampling yang
    digunakan dalam penelitian ini adalah digunakan teknik accidental sampling
    dalam kelompok nonprobability sampling.Untuk mengukur pengaruh produk,
    harga, lokasi dan promosi terhadap minat beli ulang konsumen, digunakan dengan
    teknik analisis regresi berganda menggunakan software SPSS versi 23.
    Hasil penelitian menunjukan bahwa tingkat kualitas produk tinggi, tingkat
    penetapan harga tinggi, strategi penempatan lokasi strategis, efektivitas promosi
    efektif. Kualitas produk, harga, lokasi, dan promosi memiliki pengaruh positif
    terhadap minat beli ulang konsumen.

    ;---Marketing is a business activity to meet the needs of consumers with
    goods or services, about product quality, pricing, plan location placement, and
    promote through the exchange process in order to repurchase intentionto achieve
    corporate goals. Based on sales turnover sangkuriang restaurant in 2016 has not
    reached the target.The purpose of this research is to know the description of the
    marketing mix about the product, price, location and promotion as well as the
    repurchase intention.
    This research uses descriptive and verifikatif method. Data collection by
    documentation study, and questionnaire distribution. The population of this study
    is consumer sangkuriang restaurant for 12 months in 2016 which amounted to
    10930 people.Based on the calculation of sample using slovin formula obtained
    138 people. Sampling technique used in this research is used accidental sampling
    technique in group of nonprobability sampling.To measure the effect of product,
    price, location and promotion on repurchase intention, used with multiple
    regression analysis technique using SPSS software version 23.
    The results showed that high product quality level, high pricing level,
    strategic location placement strategy, effective promotion effectiveness.Product
    quality, price, location, and promotion have a positive influence on repurchase
    intention.

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    Official URL: http://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: No. Panggil : S MIK HUS a-2017; Pembimbing : I. Agus Sudono, II. Oman Sukirman; NIM : 1001915.
    Uncontrolled Keywords: bauran pemasaran, kualitas produk, harga, lokasi, promosi, minat beli ulang. Marketing mix, product quality, price, location, promotion, repurchase intention.
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
    Depositing User: YUSUP REZA ADITYA HARDIAN
    Date Deposited: 13 Feb 2020 07:45
    Last Modified: 13 Feb 2020 07:45
    URI: http://repository.upi.edu/id/eprint/46666

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