Ogara, Emiyra Salim (2012) Pengaruh Bauran Pemasaran terhadap keputusan konsumen berbelanja di Swalayan Koperasi Agro Niaga (KAN) Jabung Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
ABSTRAK
Salah satu objek usaha ritel (eceran) yang saat ini mengalami suatu peningkatan yang signifikan adalah bidang swalayan. Agar tetap eksis dalam persaingan yang ketat, maka sebuah usaha swalayan membutuhkan konsep pemasaran yang dapat mendukung peningkatan omset penjualan. Konsep yang dimaksud adalah konsep bauran pemasaran.Bauran pemasaran adalah seperangkat alat pemasaran yang digunakan perusahaan untuk terus menerus mencapai tujuan pemasaranya.
Lokasi penelitian adalah di Swalayan Koperasi Agro Niaga (KAN) JABUNG yang beralamat di jalan Suropati no 4 – 6 desa Jabung Kabupaten Malang. Jenis penelitian yang dilakukan peneliti adalah eksplanatory research. Penelitian ini menggunakan metode kuantiatif. Subyek penelitian berjumlah 100 responden yang dipilih menggunakan teknik Accidental Sampling. Dalam pengumpulan data, peneliti metode angket berupa kuesioner. Analisa data penelitian ini menggunakan teknik regresi linier berganda, dengan bantuan SPSS versi 16.0 for windows
Berdasarkan hasil uji F pada tabel diperoleh distribusi F sebesar 9.176. Hal tersebut membuktikan bahwa F hitung (99.207) ≥ dari F tabel (2.60), sedangkan signifikansi 0.000 ≤ 0.05 (alpha pada taraf kepercayaan 95%). Secara parsial tidak ada pengaruh variabel produk X1 dengan nilai t hitung 1.357 ≤ t tabel 1.960 dan nilai signifikansinya 0.178 ≥ 0.05, variabel promosi X3 dengan nilai t hitung 0.071 ≤ t tabel 1.960 dan nilai signifikansinya 0.003 ≤ 0.05, variabel distribusi X4 dengan nilai t hitung 0.822 ≤ t tabel 1.960 dan nilai signifikansinya 0.413 ≤ 0.05 namun ada pengaruh variabel harga X2 dengan nilai t hitung 15.252 ≥ t tabel 1.960 dan nilai signifikansinya 0.000 ≤ 0.05.
ABSTRACT
One object of the retail business which is currently experiencing a significant increase is the field of self-service supermarket. In order to exist in a fierce competition, a self-service business requires a marketing concept that can support an increase in sales turnover. The intended concept is the concept of marketing mix. Marketing mix is a set of marketing tools that companies use to achieve continuous their marketing goal.
The research site is in the Supermarket of Agro Niaga Cooperative (KAN) Jabung which yhe address Suropati street No. 4-6 Jabung village of Malang Regency. The type of research conducted by researcher is explanatory research. This study uses quantitative method. There are 100 respondents which are by using accidental sampling technique to be the subject of this study. In data collection, the researcher use inquiry method in the format questionnaires. Data analysis of this study uses multiple linear regression techniques, with the help of SPSS version 16.0 for windows
Based on the results of the F test it is obtained F distribution table for 9176. It proves that F count (99 207) is ≥ F table (2.60), while the significance is 0000 ≤ 0.05 (alpha at 95% of confidence level). Partialy There was no effect of product variable X1 with t count value X3 1357 ≤ t table 1960 and the value of the significance is 0.178 ≥ 0.05, the variable of promotion X3 with t count value table 0071 t ≤ 1960 t table and the significance value 0.003 ≤ 0.05, the variable distribution of X4 with t count value 0822 ≤ t table 1960 and the significance values 0413 ≤ 0.05 but there is and influence of prices X2 to the value of t count 15 252 ≥ t tables 1960 and the significance
value is 0.000 ≤ 0.05.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Al Idrus, Salim | ||||||
Contributors: |
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Keywords: | Marketing Mix; Supermarkets; Consumers shoping decision; Bauran Pemasaran; Swalayan; Keputusam Berbelanja Konsumen; | ||||||
Subjects: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Location: | 150502 | ||||||
Depositing User: | Annas Al-haq | ||||||
Date Deposited: | 28 Sep 2015 12:43 | ||||||
Last Modified: | 24 Mar 2023 11:16 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/2188 |
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