Analisis Pengaruh Lokasi Dan Word Of Mouth Terhadap Proses Keputusan Pembelian Produk Emping Jagung Di Agroindustri Firdaus Kelurahan Pandanwangi Malang

Islami, Nabila Rahma (2018) Analisis Pengaruh Lokasi Dan Word Of Mouth Terhadap Proses Keputusan Pembelian Produk Emping Jagung Di Agroindustri Firdaus Kelurahan Pandanwangi Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Jagung merupakan salah satu komoditas di Indonesisa yang menjadi bahan pangan dan merupakan sumber karbohidrat dan protein. Pemanfaatan jagung terus meningkat setiap tahunnya seiring dengan bertambahnya jumlah penduduk dan keperluan lain seperti industri (Syamsudin dan Masniah, 2013). Salah satu produk hasil pemanfaatan jagung ialah emping jagung yang cukup dikenal masyarakat Indonesia. Agroindustri emping jagung telah berkembang di kota Malang yang belokasi di kelurahan Pandanwangi dimana salah satunya ialah agroindustri firdaus. Jumlah agroindustri emping jagung yang tidak sedikit menyebabkan perusahaan harus menciptakan strategi pemasaran dalam mencapai tujuan dengan mempertahankan pelanggan yang sudah ada serta menarik pelanggan baru. Selain itu persaingan bisnis oleh-oleh di kota Malang yang semakin ketat juga menjadi pemicu peningkatan bersaing oleh agroindustri firdaus melihat tingginya persaingan antar produsen. Pencapaian tujuan penelitian yaitu menganalisis pengaruh variabel lokasi dan word of mouth terhadap proses keputusan pembelian konsumen terhadap produk emping jagung merek firdaus, yang dianalisis menggunakan SEM-PLS dengan software WarpPLS 5. Analisis dilakukan dengan mengumpulkan data primer melalui kuisioner dan teknik wawancaradengan jumlah responden sebanyak 75. Teknik penentuan sampel yang digunakan ialah accidental sampling. Hasil analisis menyatakan bahwa lokasi tidak memiliki pengaruh terhadap proses keputusan pembelian konsumen produk emping jagung firdaus. Sedangkan word of mouth memiliki pengaruh yang positif dan signifikan terhadap proses keputusan pembelian konsumen produk emping jagung firdaus. Word of mouth memiliki pengaruh sebesar 63.2%.

English Abstract

Corn is one of the commodities in Indonesia that become food and become a source of carbohydrate and protein. Utilization of maize is increasing every year along with the increase of population and other uses such as industry (Syamsudin and Masniah, 2013). The industry is a value-added instrument for agricultural products. One of these processed products is corn chips that are well known to the people of Indonesia. Corn chips agroindustry has been developed in the city of Malang which is located in the village of Pandanwangi where the only part is the agroindustry of firdaus. Number of corn chips agroindustry which is not small causing companies to create marketing strategies to achieve goals by retaining existing customers and attracting new customers. In addition, business competition by souvenirs in the city of Malang is increasingly tight is also a cause of increased competition by companies see the high competition among producers. Seeing the business competition of corn chips industry as well as the typical souvenir of Malang which increasingly influence the agro-industry of Firdaus corn chips in maintaining its market share. The achievement of the research objective is to analyze the influence of location and word of mouth variables on consumer purchasing decision process toward the firdaus brand corn chips product which is analyzed using SEM-PLS with WarpPLS 5 software. The analysis was done by collecting primary data through questionnaire and interview technique with 75 respondents. The sampling technique used is accidental sampling. The results of the analysis stated that the location has no effect on consumer purchasing decision process of the firdaus brand corn chips product. While word of mouth has a positive and significant influence on consumer purchasing decision process of firdaus brand corn chips product. Word of mouth has an effect of 63.2%.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FP/2018/300/051804900
Uncontrolled Keywords: Pemasaran, Pengaruh Lokasi, Word Of Mouth, Keputusan Pembelian, Emping Jagung
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User: Nur Cholis
Date Deposited: 14 Jan 2019 02:20
Last Modified: 19 Oct 2021 13:00
URI: http://repository.ub.ac.id/id/eprint/161480
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