Skripsi

Pengaruh atribut produk terhadap keputusan konsumen dalam membeli mie sedaap (studi pada konsumen di Kelurahan Bendogerit Blitar) / Happy Nugrah Hapsari

Abstrak
Hapsari Happy Nugrah. 2009. The Effect Product Attribute of Decision Consumer in Buying Sedaap Noodles (A Case Study to Consumer in Kelurahan Bendogrit Blitar). Undergraduate Thesis Management Department Economic Faculty State University of Malang. Advisors (I) Drs. Agus Hermawan M.Si. M.Bus (II) Drs. Djoko Dwi K. M.Si. Kata kunci product attribute decision of consumer. Modern marketing claim the company to market its product well one of them is with designing the product attribute with as well as possible. Product attribute that have made should be oriented with requirement and desire of consumer. Thus all activity of marketing have to always oriented with requirement and desire of consumer that later made on guidance in compilation with refer to strategy start from sche me come up with packaging of product as good as possibly. Then price the product and at the end in the effort assure the consumer that the product made based on basis of requirement and desire of consumer by giving the maximal benefit and quality. Ability of management to put down the product position through owned product attribute precisely in market is one of the successfulness determinant a product in marketing. This research is wishing to know how the product attribute can influence decision of consumer specially in Kelurahan Bendogrit Blitar in buying Sedaap noodles. The variable in this research are independent variable of product attribute dimension (X) that consist of brand (X1) quality (X2) tidiness (X3) and taste (X4) and also dependent variable is decision of purchasing (Y). To know effect of product attribute to decision of consumer by diging information from consumers or consumer that eat instan noodles by admission filling of enquette or kuisioner and open question. This research use technique analyse doubled regression (Multiple Regression) with test hypothesis by used T test and F test. Population counted 153 people residing in Jln. Kartini 41 people Jln. Sunanto 49 people and Jln Ir. Soekarno 63 people. Sampel counted 110 people. And technique sampel is done by Purposive Sample (sampel aim to). Because to economize the time fund and energy so sampel that taken is our people which have recognized. Based on calculation result so (1) value a 0 238 value t 2 050 and value signifikansi t 0 043 SE 16% that effect of independent variable X1 ( brand) to dependent variable Y (decision of purchasing) signifikan or reliably (2) value a 0 220 value t 2 090 and value signifikansi t 0 039 SE 19 4% that influence of independent variable X2 (quality) to variable Y ( decision of purchasing) signifikan or reliably (3) value a 0 401 value t 3 505 and value signifikansi t 0 001 SE 23 9% prove that effect of independent variable X3 (tidiness) to dependent variable Y (decision of purchasing) signifikan or reliably (4) value a 0 498 value t 5 117 and value signifikansi t 0 000 SE 32 3% prove that effect of independent variable X4 (taste) to dependent variable Y (decision of purchasing) signifikan or reliably. Result of calculation of the research indicate that there are influence which are positive. Based on the research result can pulled conclusion that hypothesis raised in this research there are significant influence between brands (X1) quality (X2) tidiness (X3) and taste (X4) parsially and simultan to decision of consumer have proven. Suggestion that able to be told related to the finding obtained during executing this research are (1) From result calculation of analysis quality of the product attribute is very have an effect to decision of consumer in buying Mie Sedaap. So that producer should improve and maintain the quality so that consumer satisfied and then they will consume or do the rebuying to the product. Because satisfaction of interconnected consumer sliver with quality of the product including in durabelity reliability accuracy amenity utilized etcetera. (2) Because taste is product of effective contribution high value after quality so that producer of Mie Sedaap should inovatif in creating the variation of taste newly so that consumer aren t bored with the same taste of other similar product. (3) Producer of Mie Sedaap should add the flavour as complement like dry vegetables or bakso in tidiness. Before tidy better check over the other complement flavour because sometimes flavour not yet altogether come into tidiness. (4) Tidiness Mie Sedaap altered and made more interesting to differentiate with other similar product and also made the other tidiness size (small 75 g big/jumbo 98 g) or make new tidiness in the form of cup so it can be easier in consuming and its serving.

Informasi Detail

DDC

Rs 658.8343 HAP p

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2009.

Deskripsi Fisik

ix, 92 + [29] lembar : il. : tab. ; 30 cm.

Bahasa

Indonesia

No Reg

02525/KI/09

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2009

Subjek

1. KONSUMEN - KEPUTUSAN MEMBELI
2. PRODUK, ATRIBUT

Pembimbing

1. AGUS HERMAWAN ; 2. DJOKO DWI KUSUMAJANTO

Lampiran Berkas