PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA KEPUASAN KONSUMEN (Survey pada Konsumen Original Viking Fans Shop Jalan Banda Kota Bandung)

MUHAMMAD TAUFIK HIDAYAT, NPM. 138020190 (2016) PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA KEPUASAN KONSUMEN (Survey pada Konsumen Original Viking Fans Shop Jalan Banda Kota Bandung). Thesis(S2) thesis, UNPAS.

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Abstract

ABSTRAK Viking adalah salah satu supporter terbesar di Indonesia, viking memiliki sebuah toko penjualan peralatan supporter yang bernama Viking Fanshop . Dalam penelitian ini, peneliti meneliti tentang PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA KEPUASAN KONSUMEN (Survey pada Konsumen Original Viking Fans Shop Jalan Banda Kota Bandung) Hasilnya menunjukkan, indeks rata-rata untuk promosi sebesar 86%, harga sebesar 88%, keputusan pembelian sebesar 89%, dan kepuasan konsumen 89%. Besar pengaruh promosi (X1) terhadap keputusan pembelian (Y) terdiri atas pengaruh langsung 55.2% dan pengaruh tidak langsung 10.89%, besar pengaruh harga (X2) terhadap keputusan pembelian yang ada di Viking Fanshop atas pengaruh langsung 22,98% dan pengaruh tidak langsung 10,89%. Secara simultan promosi dan harga berpengaruh signifikan terhadap keputusan pembelian sebesar 99%, sisanya 1% dipengaruh faktor lain yang tidak diteliti. Besar pengaruh keputusan pembelian terhadap kepuasan konsumen 70.5%. Promosi (X1) berpengaruh signifikan terhadap kepuasan konsumen (Z) melalui keputusan pembelian (Y), dengan total pengaruh sebesar 62,33% dan harga (X2) berpengaruh signifikan terhadap kepuasan konsumen (Z) melalui keputusan pembelian (Y) dengan total pengaruh sebesar 16,1%. Hasil penelitian menunjukkan promosi dan harga di viking fanshop termasuk dalam kategori sangat baik yang mempengaruhi keputusan pembelian dan juga kepuasan konsumen. Kata Kunci :Promosi, Harga, Keputusan Pembelian, Kepuasan konsumen ABSTRACT Viking is one of the biggest supporters in Indonesia, viking has a shop selling equipment supporter named Viking Fanshop. In this study, researchers examined about EFFECT PROMOTION AND PRICE ON PURCHASE DECISION AND ITS IMPACT ON CUSTOMER SATISFACTION (Survey on Consumer Original Viking Fan Shop banda street, Bandung city) The results showed that the average index for the p romosi by 86%, prices by 88%, amounting to 89% of purchase decisions, and 89% consumer satisfaction. The influence of promotion (X1) on purchase decisions (Y) made up 55.2% direct influence and indirect influence of 10.89%, the influence of the price (X2) on purchase decisions in Viking Fanshop on the direct influence of 22.98% and an indirect effect 10.89%. Simultaneously promotion prices and significantly influence the purchase decisions of 99%, the remaining 1% influence of other factors that were not studied. Great influence purchasing decisions on consumer satisfaction, 70.5%. Promotion (X1) significantly affects customer satisfaction (Z) through the purchase decision (Y), with the total amounting to 62.33% and the effect of the price (X2) significantly affects customer satisfaction (Z) through the purchase decision (Y) with a total effect of 16.1%. The results show promotions and prices in viking fanshop included in the excellent category affecting purchasing decisions and consumer satisfaction. Keywords: Promotion, Price, Purchase Decision, consumer satisfaction

Item Type: Thesis (Thesis(S2))
Subjects: RESEARCH REPORT
Divisions: Pascasarjana > S2-Manajemen 2016
Depositing User: asep suryana
Date Deposited: 28 May 2016 04:38
Last Modified: 28 May 2016 04:42
URI: http://repository.unpas.ac.id/id/eprint/3806

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