Lintang, Agintha (2013) Pengaruh Atribut Produk Terhadap Keputusan Pembelian (Survei Pada Pelanggan Monopoli Resto & Cafe Jalan Merbabu Kota Malang),. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh secara bersama- sama dan parsial variabel-variabel dalam Atribut Produk yang terdiri atas Fisik Produk (X 1 ), Produk Psikologis (X 2 ), dan Produk Pelayanan Pelanggan (X 3 ) terhadap Pembelian Produk (Y). Serta untuk mengetahui Atribut Produk yang memiliki pengaruh yang dominan. Jenis penelitian yang digunakan yaitu explanatory research dengan analisis kuantitatif den metode survey. Metode dan instrument pengumpulan data menggunakan kuesioner. Pengambilan sampel menggunakan teknik accidental sampling (sampling insidental) dengan penarikan sempel sebanyak 100 orang responden. Analisis data yang digunakan yaitu analisis deskriptif dan regresi linear berganda. Hasil penelitian menunjukkan ketiga variabel Atribut Produk secara bersama-sama berpengaruh signifikan terhadap Pembelian Produk. Nilai F hitung sebesar 33,524 dan probabilitas 0,000 (sig < 0,05) dengan nilai Adjusted R Sequare sebesar 0,496 yang artinya Atribut Produk berpengaruh/dapat menjelaskan Pembelian Produk (Y) sebesar 49,6%, sedangkan sisanya sebesar 50,4% Dipengaruhi/dapat dijelaskan oleh variabel diluar penelitian. Secara parsial variabel Fisik Produk (X 1 ) berpengaruh positif dan signifikan terhadap Pembelian Produk dengan nilai koefisien regresi sebesar 0,212, t hitung 3,294 > t tabel 1,985 dan probabilitas 0,001 (sig < 0,05). Variabel Produk Psikologis (X 2 ) berpengaruh positif dan signifikan terhadap Pembelian Produk (Y) dengan nilai koefisien regresi sebesar 0,109, t hitung 2,368 > t tabel 1,985 dan probabilitas 0,020 (sig < 0,05). Variabel Produk Pelayanan Pelanggan (X 3 ) berpengaruh positif dan signifikan terhadap Pembelian Produk (Y) dengan nilai koefisien regresi sebesar 0,451, t hitung 3,807 > t tabel 1,985 dan probabilitas 0,000 (sig < 0,05). Berdasarkan hasil penelitian yang diperoleh bahwa Secara bersama-sama ketiga variabel atribut produk Fisik Produk, Produk Psikologis, dan Produk Pelayanan Pelanggan berpengaruh signifikan terhadap Pembelian Produk, sehingga Monopoli resto & cafe harus senantiasa mempertahankan dan memperbaiki atribut yang sudah ada tersebut dengan menciptakan kesan bahwa Monopoli resto & cafe merupakan pilihan yang terbaik bagi konsumen. Diharapkan Monopoli resto & cafe dapat mempertahankan serta meningkatkan mutu dari Produk Pelayanan Pelanggan yang dimiliki, karena variabel Produk Pelayanan Pelanggan mempunyai pengaruh yang dominan dalam mempengaruhi Proses keputusan pembelian.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR//FIA/2013/214/051305806 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 04 Jul 2013 09:10 |
| Last Modified: | 18 Oct 2021 05:22 |
| URI: | http://repository.ub.ac.id/id/eprint/100182 |
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