ABSTRAK. terdiri dari empat variabel independen yaitu product, price, place, promotion dan satu
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- Farida Atmadjaja
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1 ABSTRAK Penelitian ini bertujuan untuk mengetahui persepsi konsumen terhadap bauran pemasaran produk Chatime di Bandung serta untuk mengetahui besar pengaruh bauran pemasaran terhadap keputusan pembelian produk Chatime di Bandung. Penelitian ini terdiri dari empat variabel independen yaitu product, price, place, promotion dan satu variabel dependen yaitu keputusan pembelian. Data dalam penelitian ini dikumpulkan melalui penyebaran kuesioner dan diimplementasikan kepada 120 konsumen Chatime sebagai sampel penelitian. Metode analisis data yang digunakan adalah analisis kuantitatif, yaitu uji validitas dan reliabilitas serta analisis regresi berganda. Berdasarkan hasil analisis data, menunjukkan bahwa: terdapat hubungan yang kuat antara variabel marketing mix dengan keputusan pembelian. Marketing mix mempengaruhi keputusan pembelian sebesar 35,5% dan sisanya 64,5% dipengaruhi oleh variabel lain diluar penelitian ini. Faktor promotion menjadi faktor yang paling diperhatikan konsumen sebelum mereka membeli produk Chatime. Dapat disimpulkan bahwa persepsi konsumen terhadap bauran pemasaran Chatime di Bandung dianggap baik karena mayoritas konsumen menjawab setuju. Kata Kunci: Marketing Mix, Keputusan Pembelian. viii
2 ABSTRACT This study aims to determine consumer perceptions of the Chatime s marketing mix in Bandung as well as to determine the influence of the marketing mix on Chatime s product purchasing decisions in Bandung. The study consisted of four independent variables are: product, price, place, promotion and the dependent variable is the purchase decision. The data in this study were collected through questionnaires and implemented to 120 consumers Chatime as the study sample. Data analysis methods used are quantitative analysis, the validity and reliability as well as multiple regression analysis. The result of analysis data, showed that: there is a strong correlation between marketing mix variables with purchasing decisions. Marketing mix influence purchasing decisions by 35.5% and the remaining 64.5% is influenced by other variables outside of this study. Promotion factors to be a most consumers factors before they purchase products Chatime. Concluded that consumers' perceptions of marketing mix Chatime in London is considered good because the majority of consumers responded agreed. ix
3 DAFTAR ISI HALAMAN PENGESAHAN... i SURAT PERNYATAAN KEASLIAN SKRIPSI... ii PERNYATAAN PUBLIKASI LAPORAN PENELITIAN... iii PERNYATAAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN... iv KATA PENGANTAR... v ABSTRAK... viii ABSTRACT... ix DAFTAR ISI... x DAFTAR GAMBAR... xiv DAFTAR TABEL... xv DAFTAR LAMPIRAN... xviii BAB I PENDAHULUAN 1.1. Latar Belakang Identifikasi Masalah Tujuan Penelitian Kegunaan Penelitian... 9 BAB II KAJIAN PUSTAKA, RERANGKA PEMIKIRAN, DAN PENGEMBANGAN HIPOTESIS 2.1. Kajian Pustaka x
4 Manajemen Pemasaran Bauran Pemasaran Persepsi Konsumen Perilaku Konsumen Keputusan Pembelian Rerangka Pemikiran Penelitian Terdahulu Model Penelitian Hipotesis Penelitian BAB III METODE PENELITIAN 3.1. Metode Penelitian Metode Pengumpulan Data Populasi dan Sampel Definisi Operasional Variabel Metode Pengambilan Sampel Metode Analisis Data Uji Validitas Uji Reliabilitas Analisis Deskriptif Analisis Korelasi Analisis Regresi Berganda Pengujian Hipotesis xi
5 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1. Karakteristik Konsumen Persepsi Responden Terhadap Bauran Pemasaran Chatime di Bandung Persepsi Responden Chatime Terhadap Product Chatime di Bandung Persepsi Responden Chatime Terhadap Price Chatime di Bandung Persepsi Responden Chatime Terhadap Place Chatime di Bandung Persepsi Responden Chatime Terhadap Promotion Chatime di Bandung Persepsi Responden Chatime Terhadap Keputusan Pembelian Chatime di Bandung Hasil Pengujian Validitas dan Reliabilitas Uji Validitas Uji Reliabilitas Uji Pengaruh Marketing Mix Terhadap Keputusan Pembelian Analisa Korelasi Analisa ANOVA Analisa Koefisien Hasil dan Pembahasan Hipotesis xii
6 BAB V KESIMPULAN DAN SARAN 5.1. Kesimpulan Saran DAFTAR PUSTAKA LAMPIRAN CURRICULUM VITAE xiii
7 DAFTAR TABEL Tabel I Deskripsi Perbedaan Franchise Minuman Asing... 3 Tabel II Penelitian Terdahulu Tabel III Operasional Variabel X Tabel IV Operasional Variabel Y Tabel V Interpretasi Koefisien Korelasi Nilai r Tabel VI Jenis Kelamin Tabel VII Usia Tabel VIII Pengeluaran Per Bulan Tabel IX Pernah Tidaknya Mengkonsumsi Chatime Tabel X Membeli Produk Chatime Karena Memiliki Rasa/ Komposisi Produk yang Berbeda dari Pesaingnya Tabel XI Membeli Produk Chatime Karena Memiliki Variasi Produk yang Menarik dan Lengkap Tabel XII Harga Produk Chatime Sesuai dengan Pelayanan dan Kualitas Produk yang Diterima Tabel XIII Harga Produk Chatime Dinilai Premium Dibanding Pesaingnya Tabel XIV Membeli Produk Chatime Karena Memiliki Variasi Layanan Pembayaran yang Beragam Tabel XV Kemudahan Menjangkau Lokasi Chatime Tabel XVI Gerai Chatime Mudah Ditemukan/ Dikenali xiv
8 Tabel XVII Komunikasi Promosi Chatime Mendorong Responden untuk Membeli Chatime Tabel XVIII Promosi yang Diberikan Sesuai dengan Penyajian Produk yang Sebenarnya Tabel XIX Promosi yang Disajikan Chatime Cukup Menarik Tabel XX Membeli Produk Chatime Karena Yakin dan Percaya Terhadap Popularitas Merek Chatime Tabel XXI Secara Rutin Membeli Chatime (Weekend) Tabel XXII Membeli Produk Chatime Karena Puas dengan Kualitas dan Varian Produk Chatime Tabel XXIII Validitas untuk Komponen Product Tabel XXIV Validitas untuk Komponen Price Tabel XXV Validitas untuk Komponen Place Tabel XXVI Validitas untuk Komponen Promotion Tabel XXVII Validitas untuk Komponen Keputusan Pembelian Tabel XXVIII Uji Reliabilitas untuk Komponen Product Tabel XXIX Uji Reliabilitas untuk Komponen Price Tabel XXX Uji Reliabilitas untuk Komponen Place Tabel XXXI Uji Reliabilitas untuk Komponen Promotion Tabel XXXII Uji Reliabilitas untuk Komponen Keputusan Pembelian Tabel XXXIII Analisa Pengaruh Marketing Mix Terhadap Keputusan Pembelian.. 72 xv
9 Tabel XXXIV Interpretasi Koefisien Korelasi Nilai r Tabel XXXV Faktor Lain Yang Mempengaruhi Keputusan Pembelian Tabel XXXVI ANOVA Tabel XXXVII Coefficients xvi
10 DAFTAR GAMBAR Gambar 1 Deskripsi Chatime Cafe... 6 Gambar 2 Proses Seleksi Gambar 3 Model Penelitian xvii
11 DAFTAR LAMPIRAN Lampiran A Kuesioner Penelitian Lampiran B Hasil Uji Validitas & Hasil SPSS xviii
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ABSTRACT This research was conducted in Perkebunan Nusantara VIII Corporate. The objective of research is to identify quality level of implementation of Management Control System and to identify does the
Lebih terperinciABSTRACT ABSTRACT. Keywords : Price factor, packaging, apetite, consumer loyality.
ABSTRACT ABSTRACT The purpose of this research is to know how consumer behave to make buying decission to isotonic drink product, Mizone, to learn wheter packaging factor, price and apetite effect consument
Lebih terperinciABSTRAK. Kata kunci : kualitas pelayanan, harga, kepuasan pelanggan. viii
ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui adanya pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan PT Go-Jek Indonesia di kota Bandung secara parsial dan simultan. Variabel
Lebih terperinciABSTRACT. THE INFLUENCE OF INTERNAL AUDIT AS A TOOL OF CONTROL TO PREVENT EMPLOYEE FRAUD AT PT. BANK X (Study of Internal Auditor PT.
ABSTRACT THE INFLUENCE OF INTERNAL AUDIT AS A TOOL OF CONTROL TO PREVENT EMPLOYEE FRAUD AT PT. BANK X (Study of Internal Auditor PT. Bank X) Internal Audit is an appraisal function within an organization
Lebih terperinciABSTRACT. Key words: Total Quality Management and Effectiveness Operating Revenues. viii. Universitas Kristen Maranatha
ABSTRACT PT.Telkom,Inc is a provider of information and telecommunication companies and providers of telecommunication services and a largest complete network in Indonesia that provides telephone moving
Lebih terperinciABSTRACT. Keywords: brand image, consumer purchasing intentions. vii. Universitas Kristen Maranatha
ABSTRACT The number of ATPM (Agen Tunggal Pemegang Merek) in Indonesia make the consumer think to buy the product being offered to the market. A large selection of products offered by ATPM was a little
Lebih terperinciABSTRACT. Keywords: Balanced Scorecard, employee performance. viii. Universitas Kristen Maranatha
ABSTRACT Balanced Scorecard (BSC) is a performance measurement system that not only measure performance through the financial perspective, but through nonfinancial perspective as well. Balanced Scorecard
Lebih terperinciABSTRACT. Key words: Error in Charging (SPT), Income Tax Filing 21. vii. Universitas Kristen Maranatha
ABSTRACT (SPT) is a letter that is used by the taxpayer to report the calculation and payment of tax payable under the provisions of the tax laws. In practice, there are still taxpayers who make mistakes
Lebih terperinciABSTRAK. Kata-kata kunci: Promosi penjualan, dan keputusan pembelian. vii. Universitas Kristen Maranatha
ABSTRAK Promosi penjualan yang baik menjadi faktor penting dalam kegiatan pemasaran untuk mempertahankan kelangsungan hidup perusahaan dan menjangkau konsumen sebanyak-banyaknya. Dengan pengaruh dan dampak
Lebih terperinciABSTRACT. Keywords : Auditor, Time Budget Pressure, Audit Complexity, Quality Audit. vii Universitas Kristen Maranatha
ABSTRACT The purpose of this research is to analyze the factors which affect the quality of audit s result in Public Accounting Firm. This research is important to be done because the increase of financial
Lebih terperinciABSTRACT. Keywords: Customer Loyalty, Product Quality, Service Quality, Customer trust. vii. Universitas Kristen Maranatha
ABSTRACT This study aims to determine the influence of Product quality, Service quality and Customer trust on Customer loyalty. Where is the independent variable consist of Product quality variable, Service
Lebih terperinciABSTRACT. Key Words: similarity, reputation, perceived risk, innovativeness, brand extension, brand image
ABSTRACT There are a lot of competitors in food and beverage industry such as milk category in this era. Ultra Milk Company has a problem in brand extension of sweetened condensed milk which was the lastest
Lebih terperinciUniversitas Kristen Maranatha
ABSTRACT Conditions of business competition forces company should be able to take advantage of all the opportunities and challenges of the business, particularly in the retail field. Modern retail business
Lebih terperinciABSTRAK. Kata Kunci:Green Marketing Mix, Keputusan Pembelian. Universitas Kristen Maranatha
ABSTRAK Green Marketing adalah upaya perusahaan untuk menyediakan produk yang ramah lingkungan bagi konsumen targetnya. Produk yang menggunakan bahan alami merupakan salah satu contoh produk yang ramah
Lebih terperinciABSTRAK. Kata-kata kunci: gaji, insentif, kinerja karyawan. viii. Universitas Kristen Maranatha
ABSTRAK Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Gaji dan Insentif terhadap Kinerja Karyawan. Data diperolah dengan menyebarkan kuesioner pada 207 karyawan PT. Pos Indonesia (PERSERO)
Lebih terperinciKata kunci: citra merek, kualitas produk, dan keputusan pembelian
ABSTRAK Keputusan pembelian merupakan kegiatan individu yang secara langsung terlibat dalam pengambilan keputusan untuk melakukan pembelian terhadap produk yang ditawarkan oleh penjual. Citra merek adalah
Lebih terperinciABSTRACT. viii. Universitas Kristen Maranatha
ABSTRACT Increasing competition in each company should be able to win the competition by displaying the best products to meet consumer tastes and the ever-evolving and changing (Kotler, 2000). Along with
Lebih terperinciABSTRACT. Keywords: DER, ROA, ROE, EPS, and Stock Price. viii Universitas Kristen Maranatha
ABSTRACT Along with the progress of mining industry, there is a capital needed for business expansion. An effort to obtain using go public process that makes investor investment in stock. Observer intends
Lebih terperinciDAFTAR ISI HALAMAN JUDUL LEMBAR PENGESAHAN SURAT PERNYATAAN ABSTRAK...
DAFTAR ISI HALAMAN JUDUL LEMBAR PENGESAHAN SURAT PERNYATAAN ABSTRAK... ABSTRACT... KATA PENGANTAR... UCAPAN TERIMA KASIH... DAFTAR ISI... DAFTAR BAGAN... DAFTAR GAMBAR... DAFTAR TABEL... DAFTAR LAMPIRAN...
Lebih terperinciABSTRACT. The Effect of Total Quality Management (TQM) Implementation on the Internal Audit Function at PT. Pos Indonesia (Persero)
ABSTRACT The Effect of Total Quality Management (TQM) Implementation on the Internal Audit Function at PT. Pos Indonesia (Persero) This research aim to know the applying TQM that have an effect on significant
Lebih terperinciABSTRAK. Kata-kata kunci: motivasi kerja, kepemimpinan, budaya organisasi, kepuasan kerja. Universitas Kristen Maranatha
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh motivasi kerja, kepemimpinan, dan budaya organisasi terhadap kepuasan kerja karyawan di HARRIS Hotel & Conventions Ciumbuleuit Bandung. Data penelitian
Lebih terperinciABSTRACT. excellent service, customer satisfaction, customer loyalty. vii. Universitas Kristen Maranatha
ABSTRACT Excellent service is a method to realize customer satisfaction and making them as loyal customers. The importance of excellent service to the customer is as a strategy to win the competition.
Lebih terperinciABSTRAK. Kata Kunci : Kualitas Produk, Harga, Promosi dan Keputusan Pembelian. vii. Universitas Kristen Maranatha
ABSTRAK Globalisasi telah memberikan perubahan terhadap cara perusahaan untuk berkompetisi. Perkembangan industri yang begitu pesat, perdagangan bisa terjadi lintas negara serta membuka pasar tenaga kerja
Lebih terperinciABSTRAK. Kata kunci: Promosi Penjualan, Loyalitas Pelanggan
ABSTRAK Catri Darmastuti, 2008, Pengaruh Promosi Penjualan Terhadap Loyalitas Pelanggan TelkomSpeedy Pada PT. Telekomunikasi Indonesia, Tbk Bandung, dibawah bimbingan Surachman Surjaatmadja Dari penelitian
Lebih terperinciABSTRACT. iiuniversitas Kristen Maranatha
ABSTRACT Indonesia is known as a country that have big influence through attraction of tourism. This cause closest competition in tourism business world, particularly in hotel. There are several hotel
Lebih terperinciABSTRACT. Keywords: brand image, country of origin, and buying interest
ABSTRACT The purpose of this study was to see whether the brand image and the country of origin affect consumer buying interest on Toyota, Kia and Ford. This research uses explanatory causal research.
Lebih terperinciABSTRAK. Kata Kunci: Faktor-Faktor Suasana Toko, Kualitas Pelayanan yang Dipersepsikan, Perilaku Pendekatan
ABSTRAK Penelitian ini bertujuan untuk membuktikan pengaruh dari Faktor-Faktor Suasana Toko dan Kualitas Pelayanan yang Dipersepsikan pada Perilaku Pendekatan. Penelitian ini dilatarbelakangi oleh 4 fenomena
Lebih terperinciAbstrak. Kata Kunci: Service Quality, Loyalitas Pelanggan. Universitas Kristen Maranatha
Abstrak Penelitian ini dilatarbelakangi oleh kondisi persaingan bisnis industri jasa pengiriman barang dari waktu ke waktu yang semakin banyak, sehingga perusahaan harus membuat strategi pemasaran baru
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