Akhlan, Noor and Prof. Dr. Djumilah Zain, SE, and Drs. Fatchur Rohman, M.Si, (2005) Strategi Pemasaran Usaha Sektor Informal Pengaruhnya Terhadap Penjualan (Studi pada Pedagang Kaki Lima di Pasar Buku Wilis Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatarbelakangi oieh krisis ekonomi yang berkepanjangan secara nasional, sehingga banyak usaha-usaha sektor formal yang terpuruk. Selaras dengan permasalahan tersebut temyata keberadaan usaha sektor informal daiam hal ini pedagang kaki lima (PKL) mampu tetap eksis didalam menjalankan aktivitas usahanya tanpa ada pengaruh krisis yang melanda negeri ini, justru daiam implikasinya pedagang kaki lima (PKL) dapat membantu pemerintah untuk mengurangi pengangguran , juga mampu memberikan kontribusi pendapatan daerah melalui Produk Domestik Regional Bruto (PDRB) Kota Malang. Penelitian ini dimaksudkan untuk mendeskripsikan serta menjelaskan pentingnya implementasi strategi bauran pemasaran dari sudut pandang penjualan sektor informal, khusus pedagang kaki lima (PKL) yang menjual buku. Pengambilan data dilakukan secara sensus atau yang sering disebut sebagai sampel jenuh adalah teknik pengambilan data, bila semua anggota populasi digunakan sebagai responden. Sedangkan populasi pedagang kaki lima (PKL) di pasar buku wilis Kota Malang berjumlah 68 orang (keiompok usaha buku) yang diambil secara keseluruhan sebagai responden. Metode pengumpulan data yang digunakan adalah kuesioner, wawancara dan dokumentasi. Variabel bebas dari bauran pemasaran meliputi product (X1), price (X2), place (X3), personal traits (X4) dan physical evidence (X5). Sedangkan variabel terikatnya (Y) adalah penjualan. Analisis data yang digunakan pertama analisis deskriptif, menggambarkan data lapangan dengan menginterpretasikan hasil pengolahan data lewat tabulasi, kedua analisis faktor digunakan untuk mempermudah interpretasi hasil analisis, sehingga didapatkan informasi yang realistis dan berguna pula sebagai alat pemetaan didalam pengelompokkan obyek berdasarkan karakteristik faktor, ketiga analisis statistik regresi tinier berganda untuk menguji pengaruh variabel bebas (X1- X5) baik secara bersama-sama maupun individu terhadap penjualan . Hasil penelitian menunjukkan bahwa variabel product (X1), price (X2), place (X3), personal traits (X4) dan physical evidence (X5) berpengaruh secara serentak terhadap penjualan (Y), akan tetapi secara parsial variabel product (X1), place (X3) dan personal traits (X4) yang berpengaruh secara signifikan terhadap penjualan (Y). Sedangkan variabel sisanya yaitu price(X2 ) dan physical evidence (X5) tidak berpengaruh secara signifikan terhadap penjualan (Y) Variabel yang paling dominant mempengamhi penjualan adalah variabel personal traits (X4) yang ditunjukkan dengan nilai Standardized Coefficients Beta tertinggi
English Abstract
This research is motivated by the continual economic crisis in nation-wide scale which has caused many small businesses to crumble. However, on the other hand the informal sector businesses, in this case sidewalk peddlers (PKL), has shown resilience in conducting their business activity without being much affected by the crisis in this country. The implication is this statement is that the sidewalk peddlers can help the government to reduce unemployment and contribute to regional revenue in terms of its regional gross domestic product (PDRB) of the municipality of Malang. This research is aimed at describing and explaining the importance of implementing a marketing mix strategy in informal-business sector, especially side peddlers (PKL) dealing in book market. The data were gathered using census method or better known as saturated sample, where all members of the population is included as respondent. The population of sidewalk peddlers (PKL’s) in the Wilis Market Book in the municipality of Malang is 68 people, all of whom are included in the sample as respondent. The data collection method in this research are questionnaire, interviews and documentation. The independent variables consist of the components of marketing mix that is product (X1), price (X2), price (X3), personal traits (X4) and physical evidence (X5). While the dependent variable is sales. The data analysis was carried out firstly by applying descriptive analysis, to describe the field data in order to interpret the result of data analysis using tabulation. The second step is by applying factor analysis in order to facilitate the interpretation of data, resulting in a realistic and useful information for mapping the objects of research based on factor characteristics. The third step is applying multiple linear regression method in order to determine the impact of independent variable (X1-X5) both simultaneously and partially on sales. The result of analysis shows that the variables product (X1), price (X2), place (X3), personal traits (X4) and physical evidence (X5) have simultaneous effect on sales (Y) however in partial terms, only product (X1), place (X3) and personal traits (X4) have significant effect on sales (Y), while the remaining independent variables that is price (X2) and physical evidence (X5) does not have significant effect on sales The variable having the most dominant impact on sales is personal traits (X4), as shown by its having the highest Standardized Coefficient Beta. (Y).
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 040502 |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 17 Oct 2024 06:30 |
| Last Modified: | 17 Oct 2024 06:30 |
| URI: | http://repository.ub.ac.id/id/eprint/231719 |
![[thumbnail of N O O R A K H L A N.pdf]](https://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
N O O R A K H L A N.pdf Download (18MB) |
Actions (login required)
 |
View Item |