Pengaruh bauran pemasaran terhadap keputusan pembelian produk furnitur di furnimart bogor

Parmana, . (2017) Pengaruh bauran pemasaran terhadap keputusan pembelian produk furnitur di furnimart bogor. Masters thesis, Institut Pertanian Bogor.

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Abstract

The increasing economic growth of Bogor City which is marked by the construction of hotels, houses, apartments, and offices implicates the increasing demand for the furniture products. However, this growth has no implications for Furnimart's store, especially its revenue, as a modern furniture store in Bogor City. This can be demonstrated by decreasing number of visitor and sales 2012 until 2016. The purpose of this study is to analyze consumer perceptions of marketing mix in Furnimart Bogor, analyze the influence of marketing mix to purchase decision in Furnimart Bogor, and formulate strategies to increase consumer purchases at Furnimart. The data from respondents were collected through interviews with a structured questionnaire guide (structure questionnaire). The types of question used were closed and open questions. Some questions in the questionnaire were scale based (scaled response question). Scaling technique used was Likert scale in which respondents are required to choose one of the Likert scales with five variations of the answer with the order of very disagree to very agree. The data were processed using descriptive analysis and SEM LISREL version 8.72. The result of the research showed that consumer perceptions of the marketing mix consisting of product, consumer furnimart stated 75.83 percent that the design of the product is good, 79.83 percent of the product is complete and the product quality is good as much as 75.00 percent, for the consumer price stated that the price competes as much 60.50 percent, the discount price is 57.98 percent profitable and easy payment method as much as 59.66 percent. Most respondents viewed the location of the Furnimart store easily accessible and fast delivery for the purchased product. While the promotion offered attractive and appropriate market segmentation as much as 75.63 percent, friendly SPG service as much as 72.27 percent and responsive to any consumer complaints sdebanyak 61.54 percent. The result of SEM analysis shows that the components of the marketing mix that most influence the purchase decisions of furniture products by consumers are price and promotion while the product and location have no significant effect. This is seen from the t-value of two variables that are more than standard t-arithmetic of = 1.96. The t-value of the price is 3.98 and for the promotional variable the t-value is 2.09. Furnimart should be take priority strategy in terms of price and promotional activities. For the price that is by providing the selling price of the product with the price of killer price for several product categories, discounted prices for discontinued and slowmoving products as well as adding leasing partners. For promotional activities by building customer data base, e-catalog as well as training product knowledge continuously to the SPG/SA.

Item Type: Thesis (Masters)
Uncontrolled Keywords: bauran pemasaran, furnitur, keputusan pembelian, persepsi, SEM, SEM LISREL marketing mix, furniture, purchasing decision, perception, SEM
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 29 Mar 2018 08:23
Last Modified: 29 Mar 2018 08:23
URI: http://repository.sb.ipb.ac.id/id/eprint/3066

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