Sandra Dwi Rahmandhita, - (2020) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z DI RESTORAN LAMPU SATU SUBANG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Abstrak Tujuan dari penelitian ini untuk mengetahui dan menganalisa pengaruh bauran pemasaran (produk, harga, lokasi, promosi, SDM, proses, dan bukti fisik) terhadap keputusan pembelian konsumen generasi z di Restoran Lampu Satu Subang. Teknik yang digunakan untuk pengambilan sampel yaitu purposive sampling dengan jumlah responden sebanyak 100 konsumen yang pernah melakukan pembelian di Restoran Lampu Satu Subang dan berusia 15 tahun sampai 25 tahun. Hasil yang didapat dari analisis menunjukkan dalam uji F (simultan), bauran pemasaran berpengaruh secara simultan terhadap keputusan pembelian dengan nilai Fhitung (27,136) > Ftabel (2,11). Dalam uji t (parsial) didapat bahwa produk dengan nilai thitung (2,508) > ttabel (1,98609), lokasi dengan nilai thitung (2,130) > ttabel (1,98609), promosi dengan nilai thitung (2,915) > ttabel (1,98609), Sumber Daya Manusia (SDM) dengan nilai thitung (2,560) > ttabel (1,98609), dan proses dengan nilai thitung (2,219) > ttabel (1,98609) berpengaruh signifikan secara parsial terhadap keputusan pembelian Generasi Z di Restoran Lampu Satu Subang, sedangkan harga dengan nilai thitung (1,348) < ttabel (1,98609) dan bukti fisik dengan nilai thitung (1,131) ≤ ttabel (1,98609) tidak berpengaruh signifikan secara parsial terhadap keputusan pembelian generasi z di Restoran Lampu Satu Subang. Dalam Uji Koefisien Determinasi (R2) diketahui bahwa keputusan pembelian di pengaruhi sebesar 62,1% oleh bauran pemasaran. Berdasarkan hasil tersebut dapat disimpulkan bahwa produk, lokasi, SDM, promosi, dan proses yang berpengaruh secara signifikan. Sisanya yaitu harga dan bukti fisik tidak berpengaruh secara signifikan terhadap keputusan pembelian Generasi Z. Berdasarkan hasil dan kesimpulan tersebut, maka peneliti dapat mengajukan saran-saran sebagai berikut: harga perlu diperbaiki lagi apabila akan menggaet Generasi Z sebagai target pasar, postingan produk perlu diperhatikan agar lebih menarik bagi calon konsumen, memaksimalkan komposisi warna, penerangan, dan desain interior maupun eksterior agar menarik minat Generasi Z. Kata kunci: bauran pemasaran, keputusan pembelian, Generasi Z Abstract The purpose of this research is to determine and analyze the influence of marketing mix (product, price, place, promotion, people, process, and physical evidence) on buying decision of z generation at Restaurant Lampu Satu Subang. The technique used for sampling is purposive sampling with the number of respondents as much as 100 consumers who have made purchases at Restaurant Lampu satu Subang and are aged 15 years to 25 years old. The result of the analysis show that in the F test (stimultaneous), marketing mix simultaneously influences the buying decision with the value of F Fcount (27.136)> Ftable (2.11). In the t test (partial), it was found that the product with tcount (2.508)> ttable (1.98609), location with tcount (2.130)> ttable (1.98609), promotion with tcount value (2.915)> ttable (1, 98609), Human Resources (HR) with tcount (2.560)> ttable (1.98609), and processes with tcount (2.219)> ttable (1.98609) have a partially significant effect on purchasing decisions of Generation Z in the Light Restaurant One Subang, while prices with tcount (1.348) <ttable (1.98609) and physical evidence with tcount (1.131) ≤ ttable (1.98609) do not have a partially significant effect on the generation z purchasing decisions at the Lampu Satu Subang Restaurant. In the Determination Coefficient Test (R2) it is known that the purchasing decision is influenced by 62.1% by the marketing mix. Based on these results it can be concluded that the product, location, human resources, promotions, and processes have a significant effect. The rest, namely price and physical evidence do not significantly influence the Generation Z purchasing decisions. Based on these results and conclusions, the researcher can propose the following suggestions: the price needs to be improved if it will attract Generation Z as a target market, product posting needs to be considered to be more attractive to potential customers, maximize color composition, lighting, and interior design as well exterior to attract the interest of Generation Z. Keywords: marketing mix, buying decision, z generation
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | bauran pemasaran, keputusan pembelian, Generasi Z |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Sandra Dwi Rahmandhita |
| Date Deposited: | 28 Sep 2020 06:19 |
| Last Modified: | 28 Sep 2020 06:19 |
| URI: | http://repository.upi.edu/id/eprint/54500 |
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