Wijayakusuma, Bayu Nur and Prof. Dr. Ir. Budi Setiawan,, MS and Andrean Eka Hardana,, SP., MP. MBA. (2022) Pengaruh Atribut Produk Terhadap Keputusan Pembelian Konsumen Pada Kafe Euforiakopi.Ku Di Kota Kisaran. Sarjana thesis, Universitas Brawijaya.
Abstract
Saat ini keberadaan sebuah kafe sangat mudah ditemukan disetiap sudut kota, kafe menjadi sebuah kebutuhan baru yang tumbuh di masyarakat. Pertumbuhan bisnis akomodasi makanan dan minuman seperti kafe juga sangat menigkat di Kota Kisaran, dimana pertumbuhan bisnis ini meningkat sebesar 6,66% pada tahun 2019, dan ini menjadi salah satu sektor usaha yang memilki laju pertumbuhan yang cukup pesat. Penelitian ini dilakukan untuk menjawab pertanyaan peneliti tentang Bagaimana physical product, psychological product, dan customer service product secara keseluruhan pada kafe Euforiakopi.Ku dan Bagaimana Pengaruh physical product, psychological product, dan customer service product terhadap keputusan pembelian produk di kafe Euforiakopi.Ku dengan fokus batasan masalah mengacuh pada variabel independen (physical product, psychological product,customer service product ) beserta pada responden yang telah berkunjung dan memberi produk pada kafe tersebut. Tujuan dari penelitian ini untuk mendeskripsikan physical product, psychological product, dan customer service product yang berpengaruh secara keseleruhan pada kafe Euforiakopi.Ku dan Menganalisis pengaruh physical product, psychological product, dan customer service product terhadap keputusan pembelian produk di kafe Euforiakopi.Ku. Metode penentuan pengambilan sampel dalam penelitian ini secara Non- probability sampling dengan metode purposive sampling dimana pemilihan sampel berdasarkan kriteria tertentu agar sampel yang dipilih benar-benar respresentative dan penentuan jumlah sampel pada penelitian ini mengikuti saran dari teori Roscoe. Penelitian ini menggunakan data primer (Wawancara Kusioner) dan pengujian instrument pada penelitian ini yaitu dengan uji validitas dan reabilitas. Lalu, metode analisis data penelitian menggunakan analisis regresi linear berganda, uji asumsi klasik, serta pengujian hipotesis (Uji F & uji T) dengan menggunakan software SPSS ver 25. Hasil yang diperoleh pada penelitian ini menunjukkan variabel independen berupa Physical product (X1), Psychological product (X2), dan Customer service product (X3) berpengaruh signifikan secara bersamaan terhadap keputusan pembelian (Y). Hal ini dapat dilihat dari hasil uji F yang telah dilakukan, pada uji F yang dilakukan didapatkan bahwa nilai F-hitung lebih besar dari pada nilai F- tabel (54,589 ≥2,72). Serta diketahui juga nilai koefisien determinasi (R2) pada model regresi ini yaitu sebesar 0,683, nilai ini menunjukkan bahwa 68,3% keputusan pembelian dapat dijelaskan atau dipengaruhi secara keseluruhan oleh variabel independent, kemudian 31,7% sisanya dipengaruhi oleh variable lain yang tidak termasuk dalam model penelitian ini. Lalu Berdasarkan hasil uji parsial (uji t) yang telah dilakukan dapat diketahui bahwa variable Physical product (X1) tidak memiliki pengaruh secara signifikan terhadap keputusan pembelian (Y), sedangkan variabel Psychological product (X2) dan variabel Customer service product (X3) berpengaruh secara signifikan terhadap keputusan pembelian (Y). Saran yang dapat diberikan pada pihak kafe Euforiakopi.Ku ataupun pelaku usaha sejenis, sebaiknya lebih memperhatikan ke tiga variabel indepenen yang ada pada penelitian ini. Adapun sarannya yaitu: perlunya perbaikan, perhatian khusus dan peningkatakan pada variabel Physical product (X1) yang saat ini tidak berpengaruh secara signifikan terhadap keputusan pembelian, salah satunya dengan menyediakan lahan parkir yang lebih luas. Selanjutnya perlunya penigkatan kinerja pada variabel Psychological product (X2) dan variabel Customer service product (X3) agar tetap menjadi faktor penentu keputusan pembelian konsumen. Salah satunya dengan memperbanyak ketersedian menu dan berusaha merespon setiap keluhan dan saran dari konsumen.
English Abstract
Currently the existence of a cafe is very easy to find in every corner of the city, the cafe has become a new need that is growing in society. The growth of the food and beverage accommodation business such as cafes has also greatly increased in Kisaran City, where this business growth increased by 6.66% in 2019, and this is one of the business sectors that has a fairly rapid growth rate. This study was conducted to answer the researcher's questions about how the physical product, psychological product, and customer service product as a whole at the Euforiakopi.Ku cafe and how the influence of the physical product, psychological product, and customer service product on product purchasing decisions at the Euforiakopi.Ku cafe with a focus on The problem definition refers to the independent variables (physical product, psychological product, customer service product) as well as to respondents who have visited and provided products to the cafe. The purpose of this study is to describe the physical product, psychological product, and customer service product that have an overall effect on Euforiakopi.Ku cafe and analyze the effect of physical product, psychological product, and customer service product on product purchasing decisions at Euforiakopi.Ku cafe. The method of determining the sampling in this study is non-probability sampling with purposive sampling method where the sample selection is based on certain criteria so that the selected sample is truly representative and the determination of the number of samples in this study follows the suggestions of Roscoe theory. This study uses primary data (Questionnaire Interview) and instrument testing in this study, namely by testing the validity and reliability. Then, the research data analysis method uses multiple linear regression analysis, classical assumption test, and hypothesis testing (F test & T test) using SPSS ver 25 software. The results obtained in this study indicate that the independent variables in the form of Physical product (X1), Psychological product (X2), and Customer service product (X3) simultaneously have a significant effect on purchasing decisions (Y). This can be seen from the results of the F-test that has been carried out, in the F-test that was carried out it was found that the F-count value was greater than the F-table value (54.589 ≥ 2.72). It is also known that the coefficient of determination (R2) in this regression model is 0.683, this value indicates that 68.3% of purchasing decisions can be explained or influenced as a whole by independent variables, then the remaining 31.7% is influenced by other variables that are not included. in this research model. Then Based on the results of the partial test (t test) that has been carried out, it can be seen that the Physical product variable (X1) does not have a significant influence on purchasing decisions (Y), while the Psychological product variable (X2) and the Customer service product variable (X3) have a significant effect on the purchase decision. significant to the purchasing decision (Y). Suggestions that can be given to the Euforiakopi.Ku cafe or similar business actors, should pay more attention to the three independent variables in this study. The suggestions are: the need for improvement, special attention and improvement on the Physical product variable (X1) which currently does not significantly affect iv purchasing decisions, one of which is by providing a wider parking area. Furthermore, it is necessary to increase performance on the Psychological product variable (X2) and the Customer service product variable (X3) in order to remain a determining factor for consumer purchasing decisions. One of them is by increasing the availability of menus and trying to respond to any complaints and suggestions from consumen
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522040181 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 16 Nov 2022 02:07 |
| Last Modified: | 16 Nov 2022 02:07 |
| URI: | http://repository.ub.ac.id/id/eprint/196346 |
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