NANDA, GETCHA OLIVIRA (2020) PENGARUH PROMOSI, STORE ATMOSPHERE DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI SUPERINDO SAAT TERJADI PANDEMI COVID 19 (Studi Pada Konsumen Superindo Jl. S. Parman Semarang). Undergraduate thesis, Universitas Stikubank.
![[thumbnail of HALAMAN JUDUL]](/style/images/fileicons/application_pdf.png) |
PDF (HALAMAN JUDUL)
Download (535kB) |
|
PDF (ABSTRAK)
Download (77kB) |
|
PDF (BAB I)
Download (103kB) |
|
PDF (BAB II)
Restricted to Repository staff only Download (229kB) |
|
PDF (BAB III)
Restricted to Repository staff only Download (175kB) |
|
PDF (BAB IV)
Restricted to Repository staff only Download (264kB) |
|
PDF (BAB V)
Restricted to Repository staff only Download (77kB) |
|
PDF (DAFTAR PUSTAKA)
Download (110kB) |
|
PDF (LAMPIRAN)
Restricted to Repository staff only Download (1MB) |
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh promosi, store atmosphere dan kualitas layananterhadap keputusan pembelian. Populasi penelitian ini adalah konsumen yang melakukan pembelian di supermarket Superindo, Jl. S. Parman No. 56 Semarang yang jumlahnya tidak diketahui. Sampel dalam penelitian ini adalah 100 konsumen. Teknik pengambilan sampel menggunakan purposive sampling (sampling dengan tujuan). Jenis data yang digunakan adalah primer. Teknik pengumpulan data yang digunakan adalah kuesioner. Teknik analisis yang digunakan adalah analisis deskriptif dan analisis regresi berganda. Hasil penelitian menunjukkan bahwa : (1). Promosi berpengaruh terhadap terhadap Keputusan Pembelian. (2). Store Atmosphere berpengaruh terhadap Keputusan Pembelian. (3). Kualitas Layanan berpengaruh terhadap terhadap Keputusan Pembelian. Superindo sebaiknya meningkatkan promosi dengan membuat iklan di media elektronik seperti televisi dan media internet serta penyebaran brosur ke rumah – rumah konsumen, memberi jarak lebih lebar antar display dan jarak antrian di kasir dan memberikan layanan berbelanja pesan antar saat pandemi covid 19. Hendaknya penelitian berikutnya menambah variabel penelitian seperti kualitas produk dan menambah lokasi penelitian seluruh Superindo di Kota Semarang ABSTRACT This study aims to analyze the influence of promotion, store atmosphere and service quality on purchasing decisions. The population of this research is consumers who make purchases at Superindo supermarket, Jl. S. Parman No. 56 Semarang whose number is unknown. The sample in this study was 100 consumers. The sampling technique uses purposive sampling. The type of data used is primary. Data collection techniques used were questionnaires. The analysis technique used is descriptive analysis and multiple regression analysis. The results showed that: (1). Promotion affects on Purchasing Decision. (2). Store Atmosphere affects on Purchasing Decisions. (3). Service Quality affects on Purchasing Decision. Superindo should increase its promotion by making advertisements in electronic media such as television and internet media as well as distributing brochures to consumers' homes, giving wider spacing between displays and queuing distances at the cashier and providing shopping for messages between the COVID-19 pandemic. Adding next research increasing researcj variables such as product quality and locations throughout Superindo in Semarang City.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1701 NIm 16.05.51.0237 |
| Uncontrolled Keywords: | Kata Kunci : Promosi, Store Atmosphere, Kualitas Layanan, Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 21 Oct 2020 04:26 |
| Last Modified: | 21 Oct 2020 04:26 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7251 |
Actions (login required)
 |
View Item |
