Widyaningtyas, Virghea Masita (2015) Analisis Pengaruh Experiential Marketing Terhadap Keputusan Pembelian (Studi Kasus Di Duta Catering, Batu. Sarjana thesis, Universitas Brawijaya.
Abstract
Katering merupakan salah satu bisnis kuliner yang banyak dikembangkan karena semakin tinggi tingkat persaingannya yang turut menopang perekonomian di kota Batu, hingga akhir tahun 2013 tercatat tinggi, dibuktikan bahwa industri makanan mengalami peningkatan dari yaitu dari 5,85 menjadi 10,76%. Salah satu bisnis katering di Batu yaitu Duta Katering. Terdapat permasalahan yang terkait dengan experience yaitu belum adanya informasi terkait Duta Katering melalui sistem informasi serta keinginan konsumen yang beragam yang dapat mempengaruhi keputusan pembelian konsumen. Tujuan penelitian ini adalah untuk menganalisis pengaruh experience marketing (sense, feel, act, think, dan relate) terhadap keputusan pembelian di Duta Catering, Batu. Penelitian ini menggunakan metode analisis Generalized Structured Component Analysis (GSCA) dengan jumlah responden sebanyak 30 responden, dengan menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa feel berpengaruh signifikan namun sense, act, think, dan relate tidak berpengaruh signifikan terhadap keputusan pembelian. Model penelitian ini Y=0,145X1 + 0,583X2 - 0,080X3 – 0,045X4 + 0,157X5. Nilai FIT, AFIT, total variasi semua variabel yang dapat dijelaskan oleh model adalah 46,3%.
English Abstract
Lately, catering is one of the most developed culinary business since its competition level is highly that helped prop up the economy development of Batu by the end of 2013 was recorded high, proved that food industry were increased from 5.85% up to 10.76%. One of the catering business in Batu namely Duta Catering. There are two problems related to the experience factor lack of information about Duta Catering in its information system and customer’s varied desires that are able to affect customer’s buying decision. The aim of this research is to analyze the influence of experience marketing (sense, feel, act, think, and relate) toward buying decision in Duta Catering. This research used Generalized Structured Component Analysis (GSCA) as the analysis method with 30 respondents, using purposive sampling technique. The result of this research shows that feel is the only factor which has significant influence towards buying decision. The model of the result is described in Y=0,145X1 + 0,583X2 - 0,080X3 – 0,045X4 + 0,157X5. Moreover, the value of FIT, AFIT and the total variables explained by the model is 46,3%
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/376/051508665 |
| Uncontrolled Keywords: | Duta Catering, Experiential Marketing, GSCA, Keputusan Pembelian,-Duta Catering, Experiential Marketing, GSCA, Purchasing Decision |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 05 Jan 2016 14:15 |
| Last Modified: | 25 Nov 2021 06:14 |
| URI: | http://repository.ub.ac.id/id/eprint/150286 |
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00._Cover_dan_Halaman_Judul.pdf Download (1MB) | Preview |
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01._Lembar_Persetujuan_dan_Pengesahan.pdf Download (1MB) | Preview |
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