PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN J.CO DONUTS AND COFFEE (Studi Pada Konsumen J.Co Donuts and coffee Bandar Lampung)

Maretha Prima Putri, 0716051043 (2014) PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN J.CO DONUTS AND COFFEE (Studi Pada Konsumen J.Co Donuts and coffee Bandar Lampung). Universitas Lampung, Fakultas Ilmu Sosial dan Ilmu Politik.

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ABSTRACT.pdf

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ABSTRAK.pdf

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COVER DALAM.pdf

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LEMBAR PERSETUJUAN.pdf

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LEMBAR PENGESAHAN.pdf

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LEMBAR PERNYATAAN.pdf

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RIWAYAT HIDUP.pdf

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PERSEMBAHAN.pdf

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MOTO.pdf

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SANWACANA.pdf

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DAFTAR ISI.pdf

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DAFTAR TABEL.pdf

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DAFTAR LAMPIRAN.pdf

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DAFTAR GAMBAR.pdf

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BAB I.pdf

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BAB II.pdf

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BAB V.pdf

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DAFTAR PUSTAKA.pdf

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LAMPIRAN-LAMPIRAN.pdf

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Abstrak

Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh atribut produk terhadap keputusan pembelian konsumen J.Co Donuts and Coffee. Penelitian ini telah dilakukan pada konsumen J.Co Donuts and Coffee Bandar Lampung. Sampel penelitian berjumlah 90 orang konsumen. Variabel penilitian meliputi harga, merek, kemasan, rasa, dan pelayanan. Metode sampling menggunakan incidental sampling. Metode penelitian yang digunakan adalah deskriptif kuantitatif. Uji hipotesis menggunakan uji parsiall (uji t) dan uji serentak (uji f). Hasil dari uji t untuk variabel Harga (X1) hasil pengolahan data menunjukan t hitung > t tabel, yaitu 13,723 > 0,677 artinya secara parsial ada pengaruh yang signifikan antara Harga dengan keputusan pembelian J.Co Donuts and Coffee di Bandar Lampung. Hasil dari uji t untuk variabel Merek (X2) hasil pengolahan data menunjukan t hitung > t tabel, yaitu 2,003 > 0,677 artinya secara parsial ada pengaruh yang signifikan antara Merek dengan keputusan pembelian J.Co Donuts and Coffee di Bandar Lampung. Hasil dari uji t untuk variabel Kemasan (X3) hasil pengolahan data menunjukan t hitung < t tabel, yaitu -4,222 < 0,677 artinya secara parsial tidak ada pengaruh yang signifikan antara Kemasan dengan keputusan pembelian J.Co Donuts and Coffee di Bandar Lampung. Hasil dari uji t untuk variabel Rasa (X4) hasil pengolahan data menunjukan t hitung > t tabel, yaitu 2,456 > 0,677 artinya secara parsial ada pengaruh yang signifikan antara Rasa dengan keputusan pembelian J.Co Donuts and Coffee di Bandar Lampung. Hasil dari uji t untuk variabel Pelayanan (X5) hasil pengolahan data menunjukan t hitung > t tabel, yaitu 2,517 > 0,677 artinya secara parsial ada pengaruh yang signifikan antara Pelayanan dengan keputusan pembelian J.Co Donuts and Coffee di Bandar Lampung. Sedangkan hasil dari uji f adalah F hitung > F tabel, 63,464 > 2,48 artinya ada pengaruh yang simultan atau bersama-sama antara harga, merek, kemasan, rasa, dan pelayanan terhadap keputusan pembelian produk J.Co Donuts and Coffee di Bandar Lampung This research purpose is for knowing how much product attribute influence against J.Co Donuts and Coffee`s consumers buyers decisions.This research already done with J.Co Donuts and Coffee`s costumers who was visiting J.Co Donuts and Coffee Bandar Lampung outlet. Number of sample in this research is 90 costumer. The variables in this research are Price, Brand, Pack, Taste, and Service. Sampling method using incidental sampling with quantitave research method with multiple regression analysis. Hypothesis testing was done with partial test (t test) and agregate test (f test). Result of partial test for Price variable (X1) data processing result was known t stat > t tabel, 13,723 > 0,67, in this partial test Price has influenced on customer purchasing decision in J.Co Donuts and Coffee Bandar Lampung. Result of partial test for Brand variable (X2) data processing result was known t stat > t tabel, 2,003 > 0,677, in this partial test Brand has influenced on customer purchasing decision in J.Co Donuts and Coffee Bandar Lampung. Result of partial test for Pack variable (X3) data processing result was known t stat < t tabel, -4,222 < 0,677, in this partial test Price has no influenced on customer purchasing decision in J.Co Donuts and Coffee Bandar Lampung. Result of partial test for Taste variable (X4) data processing result was known t stat > t tabel, 2,456 > 0,677, in this partial test Taste has influenced on customer purchasing decision in J.Co Donuts and Coffee Bandar Lampung. Result of partial test for Service variable (X5) data processing result was known t stat > t table, 2,517 > 0,677 in this partial test Service has influenced on customer purchasing decision in J.Co Donuts and Coffee Bandar Lampung. From the result of f test, f stat > F tabel, 63,464 > 2,48, showing that Price, Brand, Pack, Taste, and Service variables are have simultaneously influence on consumers purchasing decisions in J.Co Donuts and Coffee Bandar Lampung.

Tipe Karya Ilmiah: Skripsi
Subyek: A General Works = Karya Karya Umum > Karya Karya Umum = 000
A General Works = Karya Karya Umum > Karya Karya Umum = 000 > Knowledge/Ilmu Pengetahuan
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 284902 . Digilib
Date Deposited: 15 Aug 2014 05:02
Last Modified: 15 Aug 2014 05:02
URI: http://digilib.unila.ac.id/id/eprint/2568

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