Wakhidah, Insyira Nurul and Dr. Ir. Anthon Efani, MP (2023) Pengaruh Activity, Interest, dan Opinion (AIO) terhadap Keputusan Pembelian di Restoran Sushi Kun Sunrise Mall Mojokerto. Sarjana thesis, Universitas Brawijaya.
Abstract
Banyaknya peningkatan bisnis baru dalam bidang food and beverage menyebabkan persaingan bisnis tumbuh dengan sangat kompetitif. Banyaknya budaya asing yang terus bermunculan di Indonesia menyebabkan maraknya pertumbuhan kuliner baik makanan maupun minuman dari negara asing seperti Jepang yang juga turut berkembang di Indonesia. Banyaknya restoran makanan Jepang yang bermunculan di Indonesia menyebabkan timbulnya persaingan antar perusahaan sejenis menjadi semakin ketat. Setiap perusahaan dituntut untuk menerapkan strategi yang tepat sehingga bisa memahami bagaimana perilaku konsumen dalam pengambilan keputusan pembeliannya terhadap suatu produk Penelitian ini membahas tentang bagaimana activity, interest, dan opinion mempengaruhi keputusan pembelian di Restoran Sushi Kun Sunrise Mall Mojokerto. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan desian eksplanatory. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel yang digunakan berjumlah 100 responden dengan kriteria pernah melakukan pembelian produk makanan dan minuman di Restoran Sushi Kun Sunrise Mall Mojokerto dan berusia minimal 17 tahun. Teknik pengumpulan data menggunakan kuesioner. Analisis data menggunakan structural equation model-partial least square (SEM-PLS) dengan menggunakan WarpPLS. Hasil dari penelitian ini menunjukkan adanya pengaruh signifikan dan positif dari activity, interest, dan opinion terhadap keputusan pembelian di Restoran Sushi Kun Sunrise Mall Mojokerto. Pengaruh activity yang diberikan adalah sebesar 0,27, interest sebesar 0,30, dan opinion sebesar 0,33. Hasil tersebut menunjukkan bahwa kontribusi activity, interest, dan opinion terhadap keputusan pembelian berturut-turut sebesar 27%; 30% dan 33% dan sisanya dipengaruhi oleh variabel lain diluar penelitian. Penelitian ini diharapkan bisa menjadi masukan dan bahan pertimbangan bagi penelitian selanjutnya sekaligus bagi perusahaan selaku produsen untuk mempertahankan konsumen serta mengambil keputusan untuk pemilihan pesan yang akan disampaikan kepada para konsumen yang menjadi target pasarnya.
English Abstract
The number of new business improvements in the field of food and beverage causes business competition to grow very competitive. The number of foreign cultures that continue to emerge in Indonesia has led to the rise of culinary growth, both food and beverages from foreign countries such as Japan, which are also developing in Indonesia. The number of Japanese food restaurants that have sprung up in Indonesia has caused competition between similar companies to become increasingly stringent. Every company is required to apply the right strategy so that it can understand how consumer behavior is in making purchasing decisions for a product. This study discusses how activity, interest, and opinion influence purchasing decisions in Sushi Kun Restaurant Sunrise Mall Mojokerto. This research is a quantitative study using an explanatory design. Sampling used a non-probability sampling method with purposive sampling technique. The sample used was 100 respondents with the criteria of having purchased food and beverage products from Sushi Kun Restaurant Sunrise Mall Mojokerto and at least 17 years old. The data collection technique uses a questionnaire. Data analysis used the structural equation model-partial least square (SEM-PLS) using WarpPLS. The results of this study indicate that there is a significant and positive effect of activity, interest, and opinion on purchasing decisions at Sushi Kun Restaurant Sunrise Mall Mojokerto. The effect of the activity given is 0.27, interest is 0.30, and opinion is 0.33. These results show that the contribution of activity, interest, and opinion to the purchase decision is 27%; 30% and 33% and the rest are influenced by other variables outside the research. This research is expected to be input and material for consideration for further research as well as for the company as a producer to retain consumers and make decisions for selecting messages to be conveyed to consumers who are their target market.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523080474 |
| Uncontrolled Keywords: | Pemasaran, Keputusan Pembelian, Aktivitas, Minat, Opini-Marketing, Purchase Decision, Activity, Interest, Opinion |
| Subjects: | 300 Social sciences > 338 Production > 338.3 Other extractive industries > 338.37 Products > 338.372 Products of fishing, whaling, hunting, trapping > 338.372 7 Products of fishing, whaling, hunting, trapping (Fishing) |
| Divisions: | Fakultas Perikanan dan Ilmu Kelautan > Agrobisnis Perikanan |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 12 Dec 2023 06:49 |
| Last Modified: | 12 Dec 2023 06:49 |
| URI: | http://repository.ub.ac.id/id/eprint/205131 |
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