Pengaruh atribut produk terhadap keputusan pemilihan konsumen pada coffee shop di Kota Malang

Adzim, Farizal (2015) Pengaruh atribut produk terhadap keputusan pemilihan konsumen pada coffee shop di Kota Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Penelitian ini dilatarbelakangi oleh fenomena warung kopi telah lama mewarnai pola kehidupan masyarakat kita terutama di wilayah Kota Malang. Hampir semua sudut kota dapat dipastikan ada warung kopi. Biasanya pengunjung akan berlama-lama berada di warung kopi untuk menikmati secangkir kopi sambil berbincang-bincang. Masyarakat kota pada saat ini mengalami perubahan gaya hidup. Salah satu manifestasi gaya hidup modern saat ini adalah kebiasaan kelompok masyarakat tertentu yang nongkrong di coffee shop. Secara khusus, penelitian ini mengulas upaya yang dilakukan pengelola coffee shop untuk menarik minat berkunjung pelanggannya dengan mengoptimalkan faktor harga, produk, kebersihan dan kualitas layanan. Adapun judul penelitian ini “Pengaruh Atribut Produk Terhadap Keputusan Pemilihan Konsumen Pada Coffee Shop Di Kota Malang”.

Penelitian ini menggunakan metode kuantitatif dengan pendekatan kuisioner, observasi dan studi kepustakaan. Sampel pada penelitian ini berjumlah 100 orang yang diambil dari pengunjung coffee shop di Kota Malang. Teknik analisis data menggunakan regresi linier berganda melalui perangkat lunak SPSS for Windows versi 16.

Dari hasil analisis didapatkan bahwa variabel Lokasi, Biaya, Fasilitas, Suasana dan Makanan dan Minuman secara parsial atau sendiri-sendiri berpengaruh signifikan terhadap Keputusan konsumen. Serta dari hasil koefisien determinasi, variabel suasana merupakan variabel yang paling berpengaruh terhadap Keputusan konsumen dengan mempunyai nilai terbesar yaitu sebesar 0,125 dibanding variabel lainnya yaitu lokasi, harga, fasilitas serta variabel makanan dan minuman.

ENGLISH:

This research is motivated by the coffee shop phenomenon has long characterized the pattern of life of our society, especially in the city of Malang. Almost all corners of the city can be assured there is a coffee shop. Usually visitors will linger at the coffee shop for a cup of coffee while chatting. The urban community is currently experiencing a change in lifestyle. One of the manifestations of modern lifestyle today is the habit of certain groups of people who hang out in the coffee shop. Specifically, the research manager to review the efforts made coffee shop to attract customers by optimizing been the price factor, product, cleanliness and service quality. The title of this study "Effect of Product Attribute Decision Against Consumer Selection Coffee Shop In Malang".

This study uses a quantitative method with a questionnaire approach, observation and literature study. Samples in this study of 100 people were taken from visitors coffee shop in the city of Malang. Data were analyzed using multiple linear regression through the software SPSS for Windows version 16.

From the analysis it was found that the variable Location, Cost, Facility, Atmosphere and Food and Beverage partially or individually significant effect on the consumer's decision. As well as from the results of the coefficient of determination, the atmosphere variables are variables that most influence on the consumer's decision to have the greatest value in the amount of 0.125 compared to the other variables are location, price, amenities and variables of food and beverages.

Item Type: Thesis (Undergraduate)
Supervisor: Masyhuri, Masyhuri
Keywords: Lokasi; Harga; Suasana; Fasilitas; Makanan dan Minuman; Keputusan Pemilihan Coffe shop; Location; Price; Ambiance; Amenities; Food And Drink; Decisions Election Coffe Shop
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Ratih Novitasari
Date Deposited: 08 Sep 2015 01:57
Last Modified: 08 Sep 2015 01:57
URI: http://etheses.uin-malang.ac.id/id/eprint/1537

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