Solichah, Fatiya Ismi (2012) Analisis faktor-faktor bauran promosi yang dipertimbangkan konsumen Indomaret Soekarno Hatta 3 Malang dalam keputusan pembelian. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
INDONESIA:
Dalam era ekonomi baru atau era "digitalization", ditandai dengan persaingan yang semakin ketat, lingkungan yang cepat berubah dan semakin sulit untuk diprediksi terutama pada sektor perusahaan jasa. Setiap perusahaan berlomba menampilkan inovasi dibidang bisnis, teknologi, dan manajerial untuk mewujudkan keunggulan kompetitif. Namun ada beberapa hal yang harus dipahami oleh perusahaan selaku produsen, bahwa semakin banyak konsumen maka perusahaan akan semakin sulit mengenali konsumennya secara teliti, terutama tentang faktor-faktor keputusan konsumen dalam menggunakan jasa yang ditawarkan dan alasan yang mendasarinya.
Tujuan penelitian adalah untuk mengetahui faktor bauran promosi yang mempengaruhi konsumen Indomaret dalam keputusan pembelian. Lokasi penelitian di Jl.Soekarno Hatta 3 Malang, dan menggunakan analisis faktor. Atribut atau variabel yang dipegunakan dalam penelitian adalah faktor bauran promosi yang meliputi; periklanan, promosi penjualan dan hubungan masyarakat.
Hasil penelitian menunjukkan bahwa 28 sub variabel dapat direduksi menjadi 9 faktor yaitu; (a) identitas perusahaan, dengan faktor yang dominan adalah seragam kerja (b) persuasi, dengan faktor yang dominan adalah persuasi yang menimbulkan kepercayaan (c) diskon, dengan faktor yang dominan adalah promosi dua mingguan (d) komunikasi, dengan faktor yang dominan adalah komunikasi melalui televisi (e) kegiatan pelayanan masyarakat, dengan faktor yang dominan adalah kegiatan donor darah (f) barang gratis, dengan faktor yang dominan adalah beli 2 gratis 1 (g) potongan harga, dengan faktor yang dominan adalah beli banyak lebih hemat (h) terbitan, dengan faktor yang dominan adalah terbitan melalui artikel (i) member, yaitu kartu indomaret.
ENGLISH:
In the new economic era or the “digitalazation” era, marked by a higher level of competitiveness, the environment quickly changes and becomes harder to be predicted especially at the sector of service effort. Each company competes to show innovations in the field of business, technology and management in order to gain competetive advantages. However, there is one thing to be considered by companies as the producers, that is the more consumers they have, the company will be increasingly difficult to accurately identify costumers. Especially on the consumers’ decision factors in using services offered and the reason behind it.
The purpose of this research was to investigate what mixture promotion factors which affect the consumers of indomaret in purchase decision. The location of this research was at Jln. Soekarno Hatta 3 Malang. This research used validity test and reliability test of instrument and factor analysis as the analysis method. The variables in this research was hotchpoth promotion factors including; advertising, selling promotion, and public relation.
The result of this research showed that, from rotation result with factor analysis method of factor of indomaret respondence, it can be concluded that 28 sub-variables can be reduced into 9 factors; (a) company’s identity with its dominant factor which is work uniform, (b) persuasion with its dominant factor was persuasion evoke a trust, (c) discount, with its dominant factor was promotion 2 weeks, (d) communication, with its dominant factor was communicated by television, (e) the activity of society service, with its dominant factor was the activity of blood donor, (f) free goods, with its dominant factor was buy 2 get free 1, (g) discount, with the dominant factor was much efficient purchasing, (h) derivation, with its dominant factor was derivation via article, (i) member was indomaret card. The deterniner factor caused consumer decision transaction in Indomaret was the factor of company’s identity.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Rahayu, Yayuk Sri | ||||||
Contributors: |
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Keywords: | Bauran Promosi; Keputusan Pembelian; Faktor-faktor Bauran Promosi; Mixture Promotion; Purchase Decision; Purchase Decision Factors | ||||||
Subjects: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Location: | 150502 | ||||||
Depositing User: | Ratih Novitasari | ||||||
Date Deposited: | 28 Sep 2015 10:03 | ||||||
Last Modified: | 28 Sep 2015 10:03 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/2080 |
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