Kurnia, Benydiktus Yoga (2018) Analisis Pengaruh Store Atmosphere, Promosi, Dan Store Image Terhadap Keputusan Pembelian Permen Cokelat (Studi Kasus Di Kampung Cokelat – Blitar). Sarjana thesis, Universitas Brawijaya.
Abstract
Kampung Cokelat merupakan perusahaan baru yang bergerak di bidang wisata edukasi dan kuliner. Perkembangan industri pangan yang pesat menimbulkan persaingan yang ketat, dimana ditandai dengan munculnya berbagai produk yang menawarkan kualitas serupa di pasar. Kampung cokelat perlu mempelajari faktor-faktor yang mempengaruhi keputusan pembelian agar mampu bersaing dengan perusahaan lain yang sejenis. Keputusan pembelian tidak hanya didasari oleh nilai fungsi awal dari produk, tetapi juga store atmosphere, promosi, dan store image. Metode Partial Least Square (PLS) yang digunakan dapat menganalisis hubungan variabel-variabel dalam penelitian, serta menentukan faktor-faktor yang harus menjadi prioritas perhatian perusahaan dalam upaya peningkatan pembelian produk. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 96 responden berusia 15-60 tahun yang pernah membeli permen cokelat di Kampung Cokelat. Berdasarkan hasil penelitian, store atmopshere (pintu masuk, tema ruangan, dan tata letak ruang); promosi (frekuensi peluncuran iklan, daya tarik iklan, potongan harga, dan jangkauan iklan); dan store image (kebersihan, sikap pegawai, lokasi strategis, dan kecepatan pelayanan pelanggan) berpengaruh positif terhadap keputusan pembelian. Hal ini menunjukkan semakin baik store atmosphere, promosi, dan store image, keputusan pembelian di Kampung Cokelat akan semakin meningkat. Upaya atau usulan perbaikan yang dapat dilakukan untuk meningkatkan keputusan pembelian adalah mengadakanii fasilitas baru seperti wifi area, lebih sering mengadakan panggung hiburan musik, memperluas jangkauan iklan melalui facebook, twitter, atau instagram, mempercepat pelayanan pelanggan dengan menambah loket pembayaran, serta menetapkan produk unggulan agar konsumen lebih mengenal ciri khas produk Kampung Cokelat.
English Abstract
Kampung Cokelat is a new enterprise engaged in the field of education and culinary travel. The rapid development of the food industry which lead to intense competition, which is marked by the emergence of a variety of products it offers similar quality. Kampung chocolate need learn factors that influence purchase decisions in order to be able to compete with other similar companies. Purchasing decisions are not only based on the value of the initial function of the product, but also store atmosphere, promotion, and store image. Methods of Partial Least Square (PLS) was used to analyze the relationship between the variables in the study, and determine the factors that should be a priority concern of companies in an effort to increase the purchase of products. Data collection was carried out by distributing questionnaires to 96 respondents aged 15-60 who had bought chocolate candy in Kampung Cokelat. Based on the results of the study, store atmosphere (entrance, room theme, and room layout); promotion (frequency of ad launch, ad appeal, price discount, and advertising reach); and store image (cleanliness, employee attitude, strategic location, and customer service speed) have a positive effect on purchasing decisions. This shows the better store atmosphere, promotion, and store image, the buying decision in Kampung Cokelat will increase. Efforts or proposed improvements that can be made to improve purchasing decisions is to hold new facilities such as wifi area, more often hold music entertainment stage, expand the reach of advertising through facebook, twitter, or Instagram,iv speed up customer service by adding payment counters, and establish superior products so that consumers are more familiar with the characteristics of Kampung Cokelat products.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2018/668/0520022424 |
| Uncontrolled Keywords: | keputusan pembelian, promosi, store atmosphere, store imag, promotions, purchasing decisions, store atmosphere, store image |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 01 Aug 2020 03:22 |
| Last Modified: | 01 Aug 2020 03:22 |
| URI: | http://repository.ub.ac.id/id/eprint/181553 |
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