Analisis pengaruh tataletak pameran dan kualitas pelayanan terhadap keputusan pembelian produk laptop di Dieng Computer Square Malang

Hamtana, Sudi (2013) Analisis pengaruh tataletak pameran dan kualitas pelayanan terhadap keputusan pembelian produk laptop di Dieng Computer Square Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

[img]
Preview
Text (Introduction)
09510092_Pendahuluan.pdf

Download (596kB) | Preview
[img]
Preview
Text (Abstract: Indonesia)
09510092_Indonesia.pdf

Download (150kB) | Preview
[img]
Preview
Text (Abstract: English)
09510092_Inggris.pdf

Download (84kB) | Preview
[img]
Preview
Text (Abstract: Arabic)
09510092_Arab.pdf

Download (161kB) | Preview
[img]
Preview
Text (Chapter 1)
09510092_Bab_1.pdf

Download (402kB) | Preview
[img]
Preview
Text (Chapter 2)
09510092_Bab_2.pdf

Download (446kB) | Preview
[img]
Preview
Text (Chapter 3)
09510092_Bab_3.pdf

Download (480kB) | Preview
[img]
Preview
Text (Chapter 4)
09510092_Bab_4.pdf

Download (550kB) | Preview
[img]
Preview
Text (Chapter 5)
09510092_Bab_5.pdf

Download (230kB) | Preview
[img]
Preview
Text (References)
09510092_Daftar_Pustaka.pdf

Download (228kB) | Preview
[img] Other (Appendices)
09510092_Lampiran.rar

Download (441kB)

Abstract

INDONESIA:

Analisis Pengaruh Tataletak Pameran dan Kualitas Pelayanan terhadap keputasan pembelian menjelaskan bahwa setiap stand pameran memiliki strategi penataletakan yang selalu berkaitan erat dengan strategi penjualan, sehingga kemudian dapat diharapkan bahwasanya dengan tataletak pameran dan kualitas pelayanan tersebut nantinya produsen akan mampu menarik perhatian dan minat dari calon konsumen yang pada akhirnya terhenti pada keputusan pembelian. Strategi tataletak dan kualitas pelayanan memiliki peran yang sangat penting sehingga tidak jarang para pakar pemasar menyatakan hal tersebut diatas merupakan ujung tombak bahkan urat nadi dari setiap perusahaan. Karena bagaimanapun tidak bahwa dengan penataletakan yang baik dan menarik bahkan yang terkesan unik akan mampu manarik perhatian calon konsumen untuk melihat dan memasuki stand pameran. Namun, semenarik apapun itu jika tidak disandingkan dengan kualitas pelayanan yang baik serta memuaskan bagi calon konsumen maka harapan awal untuk dapat dilihat serta dikunjungipun akan minim. Karenanya disetiap pameran yang dikemas secara unik dan menarik selalu diimbangi dengan kualitas pelayanan yang maksimal pula.

Penelitian ini bersifat kulitatif-kuantitatif dengan pendekatan inferensial dalam hal ini peneliti melakukan pengujian terhadap hipotesis yang dibangun berdasarkan kajian teori, kemudian melakukan pengumpulan data dilapangan dengan cara menyebar kuesioner dimana bersumber dari populasi atau konsumen stand pameran di Dieng Computer Square dengan mengambil sampel menggunakan rumus Maholtra dan dilakukan pengujian yaitu analisis regresi linear berganda dan uji validitas, reliabilitas dan hasil pengujian diambil sebuah kesimpulan. Dalam penelitian ini pengolahan data menggunakan Teknik statistik parametik.

Hasil penelitian menunjukkan bahwa: secara simultan 4 variabel dari tataletak pameran dan kualitas pelayanan bersama-sama berpnegaruh positif dan signifikan terhadap keputusan pembelian, sedangkan uji secara parsial menunjukkan bahwa 1. Selling space berpengaruh signifikan terhadap keputusan pembelian. 2. Customer space tidak berpengaruh signifikan terhadap keputusan pembelian. 3. Tangibless berpengaruh signifikan terhadap keputusan pembelian. 4. Diikuti variabel Responsiveness yang juga berpengaruh positif dan signifikan serta menjadi variabel yang paling dominan terhadap keputusan pembelian.

ENGLISH:

Analysis effect of layout exhibition and quality of service to purchasing decisions explains that every exhibition stand has always layout strategies is closely related to the sales strategy, so then it can be expected that the exhibition layout and quality of the service will be able to attract the attention of producers and interest from prospective customers who ultimately stalled in the purchase decision. Layout strategy and service quality has role a very important that not infrequently the expert marketers stating the above is spearheading even lifeblood of any company. Because after all is not that the good layout and interesting even that impressed uniquely be able to attract the attention of potential consumers to see and enter the exhibition stand. However, as interesting as whatever it is if it is not coupled with good quality service and satisfactory to potential consumers, the early hopes to be seen as well as dikunjungipun will be minimal. Hence each exhibition is packaged in a unique and attractive always balanced with maximum service quality as well.

This research is qualitative-quantitative with the inferential approach in this case the researchers tested the hypothesis that builds upon the study of theory, and then perform data collection in the field by spreads questionnaires which derived from population or consumer exhibition stand at Dieng Computer Square by taking a sample using the formula Maholtra and testing the multiple linear regression analysis and test validity, reliability and test results drawn a conclusion. In this research, data processing using statistical parametik techniques.

Research results show that: simultaneously 4 variables from layout exhibits and quality of service together positive and significant impact on purchasing decisions, while the partial test showed that 1. Selling space significantly influence the purchase decision. 2. Customer space does not significantly influence the purchase decision. 3. Tangibless significantly influence the purchase decision. 4. followed by a variable Responsiveness is also positive and significant effect as well as being the most dominant variable on purchase decisions.

Item Type: Thesis (Undergraduate)
Supervisor: Hasan, Irmayanti
Keywords: Analisis Pengaruh Tataletak Pameran; Kualitas Pelayanan; Keputusan Pembelian; Analysis of effect Layout Exhibition; Quality of Service; purchasing decisions
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: 13 Oct 2015 08:58
Last Modified: 13 Oct 2015 08:58
URI: http://etheses.uin-malang.ac.id/id/eprint/2353

Actions (login required)

View Item View Item