Rasyid, Hasna Inayah (2017) Analisis Strategi Harga yang Mempengaruhi Keputusan Pembelian Produk Pangan dan Loyalitas Konsumen (Studi Pada Giant Mall Olympic Garden Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Giant merupakan salah satu top brand hypermarket di Indonesia dan memiliki cabang di Kota Malang yang berlokasi di Mall Olympic Garden (MOG). Agar dapat bersaing, maka perlu adanya analisis strategi harga. Penetapan strategi harga yang tepat harus diterapkan pada perusahaan ini, sehingga konsumen tertarik untuk melakukan keputusan pembelian dan mewujudkan loyalitas konsumen. Sampel penelitian ini yaitu konsumen Giant MOG yang membeli minimal satu produk pangan dengan frekuensi pembelian minimal dua kali pada bulan Maret hingga April 2017. Jumlah responden yang dipilih sebanyak 100 orang konsumen. Pada penelitian ini digunakan metode PLS yang merupakan teknik analisis untuk memproyeksikan hubungan linier antar variabel-variabel pengamatan. Hasil penelitian ini menunjukan bahwa variabel yang berpengaruh secara signifikan terhadap keputusan pembelian adalah harga ganjil, harga potongan, dan harga paket. Kemudian variabel yang berpengaruh secara signifikan terhadap loyalitas konsumen yaitu harga potongan dan keputusan pembelian, sedangkan harga ganjil dan harga paket berpengaruh secara tidak signifikan terhadap loyalitas konsumen.
English Abstract
Giant is one of the top brand hypermarkets in Indonesia and has branches in Malang City which is located in Mall Olympic Garden (MOG). In order to compete, it needed great strategy, one of them is the analysis of pricing strategy. Proper pricing strategy determination should be applied to this company, so that consumers are interested in making a purchase decision. Thus it will create consumer loyalty with its various advantages. The sample of this research is Giant MOG’s consumer who bought at least one food product with minimum purchase frequency twice in the one last month and this research was done on weekends because promo in price strategy mostly done on weekends. The numbers of selected respondents are 100 consumers. The method that is used in this research is (Partial Least Square) PLS which is an analytical technique used to project the linear relationship between observation variables. The results of this study shows that the variables that significantly influence the purchasing decisions are odd pricing, discount pricing, and bundle pricing. Then the variables that significantly affect consumers loyalty are the discount pricing and purchase decision with the t value greater than t table, while the odd pricing and the bundle pricing does not significantly affect consumers loyalty with t value smaller than t table.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2017/423/051709270 |
| Uncontrolled Keywords: | Keputusan Pembelian, Loyalitas Konsumen, dan Strategi Harga |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 16 Oct 2017 06:06 |
| Last Modified: | 09 Dec 2020 06:00 |
| URI: | http://repository.ub.ac.id/id/eprint/3703 |
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