Azizah, Afifatul and Dr. Dwi Retno Andriani,, SP., MP and Febriananda Faizal, SP., MP (2022) Kinerja Bauran Pemasaran Pizza Hut Indonesia Terhadap Sikap dan Kepuasan Konsumen Pada Masa Pandemi. Sarjana thesis, Universitas Brawijaya.
Abstract
Pandemi Covid-19 menyebabkan Pizza Hut Indonesia harus menanggung penurunan laba bersih sebesar 85% dibandingkan dengan tahun sebelumnya pada kuartal pertama tahun 2020. Untuk menekan penurunan penjualan dan mempertahankan aset perusahaan, Pizza Hut Indonesia melakukan sejumlah upaya, seperti: menggencarkan sejumlah strategi promosi, menggencarkan layanan Delivery dan take away serta menawarkan produk secara langsung (direct selling) di pinggir jalan. Strategi ini juga memberikan kesempatan agar lebih dekat dengan konsumen. Strategi direct selling yang dilakukan Pizza Hut Indonesia pada masa pandemi menerapkan kombinasi bauran pemasaran promosi dan harga yang diharapkan mampu menarik minat beli konsumen untuk membeli. Evaluasi mengenai aktivitas promosi dan penetapan harga yang telah dilakukan sangat penting dilakukan untuk mengetahui respon konsumen terhadap strategi yang telah dilaksanakan. Penelitian ini memiliki tujuan untuk menganalisis sikap dan kepuasan konsumen serta kinerja atribut bauran pemasaran promosi dan harga Pizza Hut Indonesia selama masa pandemi. Penelitian ini menggunakan metode non probability sampling dengan teknik purposive sampling untuk penentuan sampelnya. Adapun jumlah responden dalam penelitian ini yaitu 102 responden. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara online. Pelaksanaan kegiatan penelitian ini dilakukan pada bulan Juni 2021 untuk mengumpulkan data yang dibutuhkan. Pengolahan data hasil penelitian menggunakan alat analisis Multiatribut Fishbein untuk menganalisis sikap konsumen, Customer Satisfaction Index (CSI) untuk melakukan analisis kepuasan konsumen, dan Importance Performance Analysis (IPA) untuk melakukan analisis kinerja bauran pemasaran promosi dan harga. Hasil analisis sikap konsumen menunjukkan bahwa sikap konsumen secara keseluruhan termasuk kedalam kategori netral, yang berarti bahwa konsumen memberikan sikap netral terhadap atribut bauran pemasaran promosi dan harga dalam melakukan pembelian produk Pizza Hut Indonesia. Hasil analisis CSI menunjukkan bahwa secara keseluruhan, konsumen Pizza Hut Indonesia merasa puas dengan kinerja atribut promosi dan harga mereka selama pandemi. Berdasarkan hasil analisis IPA diagram kartesius didapatkan hasil bahwa atribut sales promotion termasuk kedalam kuadran I yang artinya atribut inilah yang berada pada prioritas utama untuk dilakukan perbaikan. Atribut keterjangkauan harga, kesesuaian harga dengan kualitas, dan kesesuaian harga dengan manfaat termasuk kedalam kuadran II yang artinya ketiga atribut tersebut harus dipertahankan kinerjanya. Atribut daya saing harga, advertising, dan direct marketing termasuk kedalam kuadran III, yang berarti ketiga atribut tersebut memiliki kinerja yang rendah. Selain itu, atribut public relation dan personal selling termasuk kedalam kuadran IV yang berarti atribut tersebut dianggap tidak terlalu penting, namun memiliki kinerja yang baik sesuai harapan konsumen.
English Abstract
The Covid-19 pandemic caused Pizza Hut Indonesia to have to bear a net profit decline of 85% compared to the previous year in the first quarter of 2020. To suppress the decline in sales and keep up company assets, Pizza Hut Indonesia made a number of efforts, such as: intensifying a number of promotional strategies, intensifying Delivery and take away services as well as offering products directly (direct selling) on the roadside. This strategy also provides an opportunity to be closer to consumers. The direct selling strategy carried out by Pizza Hut Indonesia during the pandemic applied a combination of a promotional marketing mix and a price that was expected to be able to attract consumers to buy. It is very important to check the promotional activities and pricing activities that have been carried out to figure consumer responses to the strategies that have been implemented. This study aims to analyze consumer attitudes and satisfaction as well as the performance of the promotional marketing mix attributes and prices of Pizza Hut Indonesia during the pandemic. This study uses a non-probability sampling method with a purposive sampling technique to determine the sample. The number of respondents in this study was 102 respondents. Data was collected by distributing online questionnaires. The implementation of this research activity was carried out in June 2021 to collect the required data. Processing of research data using Fishbein Multi-attribute analysis tools to analyze consumer attitudes, Customer Satisfaction Index (CSI) to analyze consumer satisfaction, and Importance Performance Analysis (IPA) to analyze the performance of the marketing promotion mix and prices. Based on the analysis of consumer attitudes, the overall attitude score shows that consumers' attitudes are neutral towards the attributes of the promotion mix and price in purchasing Pizza Hut Indonesia products. The results of the CSI analysis show that overall, Pizza Hut Indonesian consumers are satisfied with the performance of their promotional and price attributes during the pandemic. Based on the results of the IPA analysis of the Cartesian diagram, the results show that the sales promotion attribute is included in quadrant I, which means that this attribute is the main priority for improvement. The attributes of price affordability, price conformity with quality, and price suitability with benefits are in quadrant II, which means these three attributes must be maintained for their performance. The attributes of price competitiveness, advertising, and direct marketing are in quadrant III, which means that these three attributes have low performance. In addition, the attributes of public relations and personal selling are in quadrant IV, which means these attributes are not too important but have good performance according to consumer expectations.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521040186 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | agung |
| Date Deposited: | 18 May 2022 03:39 |
| Last Modified: | 18 May 2022 03:39 |
| URI: | http://repository.ub.ac.id/id/eprint/190561 |
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