Wijaya, BurhanHanifudin (2013) Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Membeli Produk Olahan Ayam Di Rumah Makan Resto Gama Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian dilakukan di Malang `Resto Gama`. Hal ini bertujuan untuk menentukan keputusan pembelian konsumen terhadap ayam olahan dan untuk memeriksa atribut campuran pemasaran yang mempengaruhi keputusan ini. Data dikumpulkan dari tanggal 5 Oktober hingga 5 November 2012 di `Resto Gama` Kalpataru Street 34 Malang. Penelitian ini menerapkan metode survei. 150 responden mengambil metode yang tidak disengaja. Data dikumpulkan sepanjang satu bulan. Analisis faktor dan regresi dilaksanakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa sebagian besar konsumen telah memutuskan untuk membeli ayam olahan empat kali selama satu bulan. Keputusan pembelian ini dipengaruhi secara positif oleh `produk harga dan kualitas`, `pemilihan tempat`, `pemasaran produk`, `pilihan produk`, dan `media penawaran produk`. Dan itu terkait negatif dengan `pengaruh keluarga`.
English Abstract
Research was carried out at "Resto GAMA" Malang. It was aimed to determine consumer purchasing decision toward processed chicken and to examine the attributes of the marketing mix that influenced in these decisions. Data were collected from 5 th October to 5 th November year 2012 in the "Resto GAMA" Kalpataru street 34 Malang. The research applied a survey method. 150 respondents were take a using accidental method. Data were collected along one month. Factor and regression analysis were executed to analyse the data. Results showed that most of consumer have decided to buy processed chicken four times during one month. This purchasing decision was positively influenced by "price and quality product", "place selection", "marketing of product", "product choice", and "media of offering product". And it was negatively associated with "family influence".
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FPT/2013/34/051304631 |
| Subjects: | 600 Technology (Applied sciences) > 636 Animal husbandry |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | Endang Susworini |
| Date Deposited: | 15 Jul 2013 09:58 |
| Last Modified: | 21 Oct 2021 07:16 |
| URI: | http://repository.ub.ac.id/id/eprint/136996 |
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